I cannot speak for the whitening of this product as it is more of a long term result. However, I can speak about the taste/aroma of this product. It's terrible! Tastes like baking soda! I couldn't even finish brushing my teeth completely because the taste is so bad that I haven't been able to brush my teeth for a long time. This is the first time I've missed (even half) a toothpaste because I couldn't stand the taste. In the end I just gave up and ordered a new toothpaste. Since I ordered a multipack, I just gave the second one away as I didn't want to use it. Someone I know used it once and agreed the taste was the same as baking soda. Again, I can't speak for the quality or the brightening properties, but for me it's just not worth it with this fragrance!
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