I dont know on what criteria they added diamond attraction to it.itz only a name but no attraction or cleaning power.simple closeup was far better than this product.and yups u have got so sensous ad films on tv for the promotion of this product one is forced to buy this paste as on ads so much shine is given on teeth that one can not even think of not buying it.only promotions better and their acting.but product wasteless. no germ action, no suitable flavour, no cleansing effect