COLGATE® OPTIC WHITE® PARTNERS WITH CELEBRITY MAKEUP ARTIST MARIO DEDIVANOVIC TO INTRODUCE NEW RADIANT™ TOOTHPASTE BY COLGATE® OPTIC WHITE®

The Brand and Artist Celebrate Radiant Beauty and Smiles Inspired by the Red Carpet

NEW YORK, NY (March 1, 2017) – Colgate® Optic White® is pleased to announce the latest addition to the Colgate Optic White portfolio, Radiant™ Toothpaste by Colgate® Optic White®. The new, premium formula goes beyond the surface to whiten teeth inside & out for a more radiant, white smile.

To celebrate the new launch, Colgate Optic White has partnered with the ultimate champion of beauty, Mario Dedivanovic, to help women everywhere bring out their inner radiance to look and feel their best. “My job is to enhance a woman’s looks based on her best features, and I’m a firm believer that a big part of that beauty and radiance comes from within and is best expressed with a show-stopping smile,” said Dedivanovic.

“It all starts with having the right beauty tools like the new Radiant Toothpaste by Colgate Optic White so every day you are ready to shine.”

“The launch of Radiant Toothpaste by Colgate Optic White represents our continued growth as a premium oral care beauty brand to help women achieve a radiant white smile,” said Bill Van de Graaf, Vice President and General Manager, North America Oral Care Marketing at Colgate-Palmolive. “We are excited to partner with Mario given his deep beauty expertise and passion for helping women everywhere feel beautiful inside and out.”

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Mario kicked off his partnership with the brand by hosting an Instagram Live session demonstrating how to bring out your inner radiance through your smile, along with tips for achieving the best makeup looks from the red carpet at home. Let your radiance shine through on or off the red carpet by following Mario’s glam tips:

  1. A lot of my clients usually brush their teeth before I apply their lips. I make sure to pack my Radiant Toothpaste by Colgate Optic White in my kit just in case someone needs it. There’s no better confidence booster than a radiant white smile!
  2. For the ultimate radiant natural looking glow from within, dab a bit of petroleum jelly onto the cheekbones and blend with fingers or a damp beauty blender. Use translucent powder only on the T-Zone area.
  3. Use cream shadows on eyelids instead of powders to create a velvet-like texture for smoky eyes that lasts all night.

Radiant Toothpaste by Colgate Optic White is now available at retailers nationwide. For more from Mario on how to bring out your inner radiance all year long, follow @OpticWhite and @MakeupByMario on Twitter and Instagram for exclusive content, including tips, tutorials, interviews and more.

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About Colgate-Palmolive
Colgate-Palmolive is a leading global consumer products company, tightly focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under such internationally recognized brand names as Colgate, Palmolive, Speed Stick, Lady Speed Stick, Softsoap, Irish Spring, Protex, Sorriso, Kolynos, elmex, Tom’s of Maine, Sanex, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill’s Science Diet, Hill’s Prescription Diet and Hill’s Ideal Balance. For more information about Colgate’s global business, visit the Company’s web site at http://www.colgatepalmolive.com. To learn more about Colgate Bright Smiles, Bright Futures® oral health education program, please visit http://www.colgatebsbf.com.

Celeb makeup artist @MakeupByMario partners with @OpticWhite to launch new Radiant Toothpaste

About Mario Dedivanovic
Talented, motivated and ambitious, sought-after makeup artist Mario Dedivanovic began his beauty career as a fragrance consultant. When women mistook him for a makeup artist and asked for his help, he never hesitated to offer his opinion and apply their makeup for them. After falling in love with the way women look in the mirror and smile at their transformation, Mario embarked on a career in the beauty industry. Assisting the top makeup artists, Mario had worked on the sets of major fashion and beauty campaigns alongside the industry’s most influential photographers, models and designers by the age of 20. Mario scored his first NY agent by the age of 21.

Through his assistant and personal work Mario gained a knack for classic technique and a familiarity with products that has helped cement his status as a master makeup artist. Renowned for his ability to create a flawless face, Mario specializes in subtle transformations, helping women draw out the best version of their natural complexion and features. His emphasis on blending, sculpting and highlighting has established him as a perfectionist, capable of achieving picture-perfect looks. Mario relies on traditional, tried-and-true techniques to achieve modern, fashion-forward results, consistently creating clean, iconic looks.

After over a decade of working in the beauty industry, Mario has secured a place among the world’s best and most well-known makeup artists. He has collaborated on countless editorials and red carpet looks for celebrities, all of which showcase the skill, talent, personality and attention to detail that Mario brings to every transformation.

With over 3 Million followers he is the most highly followed and influential celebrity makeup artist in the world. When he’s not traveling, Mario lives in his hometowns of New York City and Los Angeles.

PRESS CONTACT:
Lesley Stanley
Cohn & Wolfe
212-798-9761
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