Colgate is a great brand, now a days all the tooth pastes are same only the flavour n taste differs.coming to cleaning wise the cleansing of the theeth has no effect. There is no fragrence after the wash. Pack says it gives whiter teeth but no effect. I have cavity in my teeth as per pack it should be vanished by now but no effect.i am using this product since 20 yrs. Colgate is just a brand nothing else.