I've been using it for over a week now. You don't need to use a lot, it foams up a lot. Pleasant, fresh taste. The change in whiteness is extremely subtle, too little time to see the difference. I like it when there are only the essentials and effectiveness in a product, but in this toothpaste there are flakes... I don't see the point. I don't see the point. I hope they don't expect us to believe that it will make our teeth shine (that would be disrespectful). However, I continue to use it hoping to perceive a significant difference over the long term.
Shelly J.