The LiquiGlide package for Colgate’s Elixir toothpaste launched in the United Kingdom in April 2021 and will roll out in the European Union in coming months.

Elixir products are filled into a see-through PET tube that displays their unconventional colors. Elixir Gum Booster with Hyaluronic Acid is pink, Elixir Cool Detox with Charcoal & Coconut Extract is black (below), and Elixir White Restore is intensely white (above).

The inside of the package is covered with a LiquiGlide coating, making it easy for consumers to dispense all the toothpaste from the pack with gentle squeezing.