Toothpastes galore!

The term ‘morning ablutions’ is a key aspect of socio-cultural life. “Morning ablutions” refers to the act of washing or cleansing oneself in the morning, which can be for personal hygiene, ritual purification, or both.

- Dr. Sunil S Chiplunkar

The term “ablution” comes from the Latin abluere, meaning to “wash away”. There is a high level of importance attached to morning ablutions, since these activities prepare the individual to face the day with confidence and purpose. Of the many morning ablutions cleaning the teeth, gums and having a fresh breath is a strong habit. Toothpastes have profoundly impacted morning ablutions by transforming oral hygiene from a varied and often unpleasant historical practice into a standardized, effective, and sensory-rich component of the modern daily routine. Toothpaste formulators and marketers target this oral care morning ablution with a wide variety of brands and formulae.

World's costliest toothpaste (Rs. 9000 approx. per tube)!

When we use the word cosmetic, the immediate recall is of dermatological products or hair care formulations. However, most toothpastes are also classified as cosmetics many do not know this classification and some who do, recollect toothpaste category brands only after some prompting. Still others, are not choosy about their toothpaste brand and go along with any “standard brand” or the choice recommended by dentists, other seniors and advertisments. The rare few are so fastidious, they go for Theodent 300, world’s costliest commercial toothpaste (100 USD or approx. Rs. 9000 for tube of 96.40 g or 3.40 ounce. Theodent 300 is premium due to its proprietary and expensive ingredient, Rennou - a patented, extra-strength compound derived from cacao that the company claims being more effective at repairing tooth enamel than fluoride. Theodent 300 contains a larger amount of patented Rennou than other Theodent products.

Rennou is derived from the cacao plant (the source of chocolate). The active component is a refined pharmaceutical-grade powder composed of theobromine, calcium, and phosphate in a specific proprietary ratio.