# Honest Oral Care Initiatives Colgate Totally Honest Challenges People to Come Clean By Laura McQuarrie | Published 2023-08-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/colgate-totally-honest References: [prnewswire](https://www.prnewswire.com/news-releases/colgate-total-teams-up-with-actress-and-entrepreneur-ashley-tisdale-to-encourage-people-to-be-totally-honest-with-their-dentist-301891201.html) & [colgate](http://www.colgate.com/colgate-total-plaque-pro-release/)  [Colgate](https://www.trendhunter.com/trends/colgate-commercial) Totally Honest is a new initiative from the oral care brand that challenges people to come clean about their oral care habits and learn ways that they can take control of their oral health. The Totally Honest pop-up will soon be opening its doors in New York City, and it invites people to be "totally honest with their dentist." In fact, according to a [dental anxiety survey](https://www.trendhunter.com/trends/the-ordinary-x-uncommon) conducted by Censuswide, 82% of people admitted to lying to their dental professional and most people are concerned about plaque. From bad breath and cavities to gingivitis, plaque is the root cause of many oral health concerns and this initiative brings awareness to Colgate [Total Plaque Pro-Release](https://www.trendhunter.com/trends/colgate-total-plaque-prorelease) to target these concerns and help people feel more confident about talking openly with their dentist. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 68% | Activity: 87% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Oral Care Transparency:** Colgate Totally Honest challenges people to come clean about their oral care habits and learn ways to take control of their oral health. - **Addressing Dental Anxiety:** Based on a dental anxiety survey, Colgate Totally Honest aims to create a safe and open environment for people to be honest with their dentists. - **Targeting Plaque-related Issues:** Colgate Totally Honest brings awareness to Colgate Total Plaque Pro-Release to help people address concerns like bad breath, cavities, and gingivitis. ### Sectors Adopting This - **Oral Care:** Colgate Totally Honest is an initiative within the oral care industry that encourages transparency and improved dental care habits. - **Dental Services:** Colgate Totally Honest aims to create a more open and trusting relationship between patients and dental professionals, addressing dental anxiety. - **Personal Care Products:** Colgate Totally Honest promotes Colgate Total Plaque Pro-Release as an effective solution for plaque-related oral health concerns, offering consumers more confidence in their choice of oral care products. ## Related on Trend Hunter - [Authenticity-Celebrating Commercials](https://www.trendhunter.com/trends/colgate-commercial.md) - [Three-Step Oral Care Systems](https://www.trendhunter.com/trends/colgate-total-active-prevention.md) - [Smile-Reflecting Toothpaste Campaigns](https://www.trendhunter.com/trends/freeyoursmile-campaign.md) - [Hong Kong Pop-Up Stations](https://www.trendhunter.com/trends/colgate.md) - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Elevated Oral Care Sessions](https://www.trendhunter.com/trends/breathapy.md) - [Joyful Oral Care Brands](https://www.trendhunter.com/trends/cocolab.md) - [Oral Health-Focused Programs](https://www.trendhunter.com/trends/bright-smiles-bright-futures.md) - [Antibacterial Protection Toothpastes](https://www.trendhunter.com/trends/colgate-total-plaque-prorelease.md)