Colgate-Palmolive has entered into a partnership with Sheryl Crow to launch the new Colgate Optic White Renewal toothpaste. The new teeth whitening toothpaste contains 3% hydrogen peroxide, which is the highest amount of the professionally-recommended whitening ingredient available in a toothpaste. The Optic White Renewal toothpaste is said to remove 10 years of yellow stains when brushing twice daily for four weeks. The product comes in three variants including High Impact White, Enamel Strength and Lasting Fresh, which is claimed to be sugar-free, gluten-free and vegan.