• Enjoy a boost of confidence. Rinse with Colgate Plax twice a day after brushing. Provides instant cooling & intense freshness boost. • Kills over 99% of Bacteria • Helps control bad breath for 24 hours, 7 days a week • Provides healthier gums • Helps prevent cavities with Fluoride • No burning feeling refers to cooling sensation use twice daily as directed vs non-antiseptic mouthwash