Colgate's latest toothpaste promises extra level whitening for a vibrant glow - at a cost of $10 for a 3-ounce tube.

Colgate says the Optic White Pro Series, which should be available on shelves next month, contains 5% hydrogen peroxide, its highest level in an over-the-counter whitening toothpaste.

The company claims it removes 15 years of stains when brushing twice daily for two weeks.