I used to be a Crest toothpaste girl, but now I only use Colgate. I've recently switched from Colgate Total to Colgate Total Plus Whitening, and the difference is clear! My dentist has told me that my tooth enamel is rather thin and therefore, prone to stains. He recommended that I try Colgate products to strengthen and protect my enamel. I've noticed a great difference in the way my teeth feel throughout the day. Colgate toothpaste doesn't leave any grimy residue on the teeth. My teeth feel smooth and grime-free even after i've eaten. They feel so clean and healthy! In addition to whitening toothpaste, I use whitening strips to improve the color of my teeth. The Colgate Total Advanced Whitening Toothpaste helps to maintain the whiteness between strip applications. I don't know how strong the whitening properties are on their own, but combined with strip whitening, it's very effective! It's a bit more expensive than other tubes of toothpaste, but I think it's well worth the splurge to protect your greatest asset-your smile!