Colgate Plax FreshFX is our latest freshness technology delivering a pleasurable cooling sensation that lasts 10x longer than brushing alone. Colgate Plax is a clinically proven formula that effectively fights bacteria and provides 24/7 plaque protection*. Colgate Plax Tea & Lemon formula contains 100% natural tea and lemon extracts. *use twice daily. Cooling lasts 10x longer vs brushing alone,24/7 bad breath control,Alcohol free