Colgate's first Max White Purple toothpaste gives an instant* whiter smile. It has optic colour-correcting technology to correct yellowing and is safe for your enamel. *The effect is temporary. Instantly reveals whiter teeth*, With Optic color-correcting technology, Enamel-safe daily whitening, Instantly corrects yellowing*, Effect is temporary. Not for use by children under 7 years of age. Contains: Sodium fluoride (1450 ppm F-)