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Our verdict
Sensodyne Repair & Protect (83/100, ₱248 per 100 g) is our pick for the best-documented toothpaste listing: full ingredients, 1450 ppm fluoride and an exact FDA notification match. Colgate Maximum Cavity Protection (76) is the best-known everyday tube; Pepsodent Cavity Fighter (73) is the cheapest at ₱41.58 per 100 g.
All six are sold by an official or Mall store and match a current FDA notification for the brand. The ranking is about what each listing tells you, not which paste is better for your teeth. Toothpaste is a notified cosmetic, not an FDA-approved product, and we did not use or test any of them. General information, not medical advice; ask your dentist about sensitivity or gum problems.
We searched Shopee for Colgate, Closeup, Pepsodent and Sensodyne toothpaste on October 25, 2026, started from the Closeup list you can see on Shopee, read each finalist listing and shop record, and looked every brand up in the FDA Philippines portal. Only listings from official or Mall stores that match a current notification were ranked; mixed-brand bundles and sampler listings went into the “careful with” table. This guide covers adult toothpaste; for children, see our kids’ toothpaste guide.
₱41.58 to ₱248
Price per 100 g across the six picks, from our calculation: Pepsodent Cavity Fighter 2 x 190 g at ₱158 is ₱41.58, while Sensodyne Repair & Protect at ₱248 for 100 g is ₱248. Multipacks of Colgate (4 x 195 g at ₱360, about ₱46.15) come close to Pepsodent.
Best choice Sensodyne |  Colgate Max | Best value Pepsodent |  Closeup White |  Closeup Red Hot |  Colgate Optic | |
|---|---|---|---|---|---|---|
| Score | 83/100 | 76/100 | 73/100 | 70/100 | 67/100 | 64/100 |
| Our rating | ||||||
| Best for | Documentation, sensitive teeth | Everyday cavity protection | Lowest price per 100 g | Detailed whitening listing | Cheap antibacterial gel | Well-known whitening tube |
| FDA notification | NN-1000013772913 | NN-1000016628684 | NN-1000015958180 | NN-1000014003892 (product level) | NN-1000014427999 (flavour level) | NN-1000012523536 |
| Valid to | Nov 2027 (second entry Jan 2029) | Sep 2029 | Mar 2029 | Feb 2028 | Apr 2028 | Feb 2027 |
| Ingredients in the text | Yes, with 1450 ppm fluoride | No | No | Yes | No | No (“see pic”) |
| Price | ₱248 (100 g) | ₱225 (288 g set) | ₱158 (2 x 190 g) | ₱112 (85 g) | ₱174 (2 x 173 g) | ₱199 (100 g) |
| Per 100 g | ₱248.00 | ₱78.13 | ₱41.58 | ₱131.76 | ₱50.29 | ₱199.00 |
| Seller | Haleon PH Official (Mall) | Colgate-Palmolive Official (Mall) | Shopee Supermarket (official) | Unilever Beauty Official (Mall) | Unilever Beauty Official (Mall) | Colgate-Palmolive Official (Mall) |
| Ratings (search) | 4.93 from 5,698; ~20K sold | 4.93 from 115,213; ~300K sold | 4.91 from 57,089; ~100K sold | 4.93 from 1,041; ~4K sold | 4.91 from 19,555; ~60K sold | 4.93 from 23,287; ~70K sold |
| Listing problem | Unsourced “number one dentist recommended” | No ingredients or fluoride level | Thin listing, seller is Shopee | Exact variant not in registry | 350 g for 2 x 173 g; no fluoride stated | Asterisk with no footnote; valid to Feb 2027 |
| Buy | ShopeeLazada | Shopee | ShopeeLazada | ShopeeLazada | ShopeeLazada | ShopeeLazada |
What the FDA record means for toothpaste
These points are from the FDA Philippines verification portal and are general information, not medical advice.
- In the FDA Philippines portal, toothpaste appears as a notified cosmetic with an NN- number, not as an approved product. “Notified” means the company told the FDA about the product; it does not mean the FDA tested it or found it effective.
- We matched each listing’s brand and product name to the notification list. Five of the six picks match by exact name or by name and flavour; Closeup White Now Purple Serum Gel matches only at product level.
- Colgate has many notifications, including separate ones for twin packs and travel kits. We matched the single-tube or standard name and noted when twin packs have their own entries.
- We found no advisory naming any of the six products. The advisories that name Colgate (December 2021 to March 2022) are for unauthorized foreign-marked boxes; the one naming Closeup (March 2021) is for a mouthwash and was lifted in June 2021.
- A notification has an end date. Colgate Optic White Purple’s runs to 15 February 2027, so look it up again if you shop after that.
What the claims on these listings actually mean
| Claim | What it covers | What the listing does not say |
|---|---|---|
| “Helps add natural calcium^ … germ protection~, plaque removal~, healthy gums~” (Colgate Maximum Cavity Protection) | A list of eight benefits with regular brushing | Only the calcium line has a clear footnote; the fluoride level and ingredients are not in the text |
| “Antibacterial Zinc that blasts away up to 99.9% of bacteria … up to 12 hours” (Closeup Red Hot) | The maker’s antibacterial and fresh-breath claim | No test, no source and no ingredient list on the page |
| “Color-Corrects Yellow Tones*”, “1 million Purple Brighteners” (Colgate Optic White Purple) | A whitening and stain-appearance claim | The asterisk has no footnote; the numbers are not sourced |
| “World’s number one dentist recommended toothpaste for sensitivity” (Sensodyne) | A market and recommendation claim | No survey or source is cited |
| “Helps repair tiny invisible holes before they become cavities*” (Pepsodent Cavity Fighter) | Remineralisation of weak spots in enamel, per its footnote | Not a replacement for dental check-ups; the listing itself says to visit your dentist |
| “Helps whiten and polish teeth … removes stains” (Closeup White Now Purple Serum) | A cosmetic whitening claim | No source or measure of how much |
Toothpaste listings we would be careful with
| Product | What we found | Our check |
|---|---|---|
| “CLOSEUP UNIQUE COLGATE TOOTHPASTE IN A BOX” (shop 1900777400, ₱95, about 446 sold) | A mixed-brand bundle with no single product named. The same shop sells “12PCS TOOTHPASTE SACHET COLAGATE CLOSE UP, HAPEE” (₱102, about 1,000 sold) with “Colagate” misspelt. | Not scored: no exact product to look up; FDA advisories in 2021 and 2022 name unauthorized foreign-marked Colgate boxes |
| “Sensodyne Deep Repair 18 g sampler” (shop 77047004, ₱25, about 10,000 sold) | A 18 g sampler from a shop that is not an official store. “Deep Repair” is not among the Sensodyne names we saw in the registry (18 notifications returned; Repair and Protect, Deep Clean, Gum Care, Fresh Mint, Clinical White and others). | Not scored: sampler, name not found in the registry results |
| “Pepsodent Brilliant 3 pieces” (shop 322239964, ₱120, 4 sold, 4.3 stars) and “BB Pepsodent Twinpack 190 g” (shop 1344874982, 4.8 stars, about 89 sold) | Non-official shops with very few sales. The registry also has a “Pepsodent Cavity Fighter” notified by Green Amenities Supply Corporation, a different company from Unilever, and no “Brilliant” product appeared in our results. | Not scored: unofficial shops, low sales, product name not found |
| Closeup 20 g sachet packs and 11+1 bundles | Sold by official stores but sized for travel; the price per 100 g is much higher than a tube. | Not ranked: sachets, not a standard tube |
How to choose a toothpaste from these listings
This guide splits toothpaste by what you are trying to solve. If you want a paste for children, that is a different list: see our kids’ toothpaste guide.
- Sensitive teeth: Sensodyne Repair & Protect is the only pick built for it, with the fluoride level and directions in the listing. If sensitivity does not settle, the listing itself says to see a dentist.
- Everyday cavity protection: Colgate Maximum Cavity Protection and Pepsodent Cavity Fighter both state fluoride action. Pepsodent is about ₱41.58 per 100 g; Colgate’s big sets drop to about ₱46 per 100 g.
- Fresh breath: Closeup Red Hot makes the fresh-breath and antibacterial claims, at ₱50.29 per 100 g, but check the pack for fluoride.
- Whitening: Colgate Optic White Purple and Closeup White Now Purple Serum both claim a whitening effect. Closeup lists its ingredients; Colgate states the directions for children. Both claims are the makers’.
- Budget: the price per 100 g column matters more than the price on the tube. Compare it, not the sticker price.
General advice, not from the sources above: check the FDA notification date on the portal, brush for two minutes twice a day, use a pea-sized amount for young children, and ask a dentist about gum bleeding, pain or white spots.
Our picks
83/100
Sensodyne Repair and Protect
NN-1000013772913
1450 ppm fluoride stated
₱248 per 100 g
| FDA status | Exact name match in the cosmetic notification list: “Sensodyne Repair and Protect”, Haleon Philippines, Inc., NN-1000013772913, valid to 28 November 2027 (a second notification, NN-1000015788767, is valid to 7 January 2029). No advisory found naming this product. |
| Specifications stated | 100 g paste; sodium fluoride 0.3152% w/w (1450 ppm fluoride); NovaMin (calcium sodium phosphosilicate); shelf life 24 months; origin Singapore; brush twice a day, not more than three times, spit out; not for children under 12 unless a dental professional or doctor advises |
| Claims | “The world’s number one dentist recommended toothpaste for sensitivity”; NovaMin “blocks exposed tubules quickly … reduces the pain of sensitive teeth”; “helps provide strong repair”; “lasting sensitivity protection with regular brushing” |
| Inconsistencies | None found within the listing. The “number one dentist recommended” line has no source. The listing itself says sensitive teeth can point to a problem a dentist should look at. |
| Seller | Haleon PH Official Store (Shopee Mall since July 2019, 629,518 followers, 4.94 shop rating). Listing 4.93 from 5,698 ratings; search shows 20,000 sold. |
| Price | ₱248 for 100 g on 25 October 2026, ₱248 per 100 g; other Sensodyne variants come in multipacks (Fresh Mint 4 x 100 g is ₱382), but this listing is a single tube |
This is the best-documented toothpaste listing we read: the full ingredient list, the fluoride level in ppm, the directions, the warnings and an exact FDA notification match. It is built for sensitive teeth, which most people do not have, so it is our pick for documentation and for sensitivity rather than for everyone.
It is also the most expensive per gram of the six. The sensitivity and “dentist recommended” claims are the maker’s own and are not sourced on the page. If sensitivity is persistent, the listing’s own warning applies: see a dentist.
Why it scored well
- Full ingredients and 1450 ppm fluoride stated
- Exact FDA notification match, two valid entries
- Official store with a clear warning to see a dentist
Watch-outs
- Highest price per 100 g
- “Number one dentist recommended” has no source
- Aimed at sensitive teeth, not everyday use for everyone
76/100
Best all-rounder: most-reviewed, official brand store, cheap in multipacks
2. Colgate Maximum Cavity Protection Fluoride Anti-Cavity Toothpaste, 214 g + 74 g (Colgate-Palmolive Official)
ShopeeMaximum Cavity Protection
NN-1000016628684
115K ratings
₱78 per 100 g
| FDA status | Exact name match in the cosmetic notification list: “Colgate Anticavity Toothpaste – Maximum Cavity Protection Great Regular Flavor”, Colgate-Palmolive Philippines, NN-1000016628684, valid to 8 September 2029. Twin-pack and travel versions have their own notifications. No advisory found naming this product. The advisories we found naming Colgate (2021 to 2022) are for unauthorized foreign-marked boxes. |
| Specifications stated | Gel, regular flavour; 214 g + 74 g set at ₱225 (other variants: 195 g twin ₱527, 4 x 195 g ₱360, 214 g + 196 g twin ₱816, two of those ₱1,341); shelf life 36 months; “Fluoride” in the product name |
| Claims | “Strengthens teeth from within”; “helps add natural calcium^” through fluoride action; “complete all around cavity protection”; “germ protection~, cleaner, whiter teeth~, fresher breath~, plaque removal~, healthy gums~” with regular brushing |
| Inconsistencies | The title spells “Flouride”; “assorted sizes” in the title against a 214 g + 74 g description; no fluoride ppm and no ingredient list in the text; eight separate benefits in one list. |
| Seller | Colgate-Palmolive Official (Shopee Mall since July 2023, 1,199,519 followers, 4.92 shop rating). Listing 4.93 from 115,213 ratings; search shows 300,000 sold. |
| Price | ₱225 for 288 g on 25 October 2026, ₱78.13 per 100 g; 4 x 195 g at ₱360 is about ₱46.15 per 100 g |
The most-reviewed toothpaste listing in this guide, sold by the brand’s own store, with a name that matches an FDA notification exactly and a 36-month shelf life. Larger bundles bring the price per gram down to about ₱46.
The text lists eight benefits but never says how much fluoride is in the tube or what else is inside, so we could not score it higher for disclosure. The headline price is for a mixed 288 g set, so check the variant you pick.
Why it scored well
- Exact FDA notification match, valid to Sep 2029
- 115,213 ratings at 4.93
- Multipacks drop to about ₱46 per 100 g
Watch-outs
- No fluoride level or ingredients in the text
- Eight benefits in one list, one footnote
- Title typo and “assorted sizes” wording
73/100
Cavity Fighter 2 x 190 g
NN-1000015958180
57K ratings
₱41.58 per 100 g
| FDA status | Exact name match in the cosmetic notification list: “Pepsodent Cavity Fighter Toothpaste”, Unilever Philippines, Inc., NN-1000015958180, valid to 19 March 2029 (an older Unilever entry, NN-1000001873796, is valid to 15 November 2026). The registry also lists a “Pepsodent Cavity Fighter Toothpaste” notified by Green Amenities Supply Corporation (NN-1000008355721); a listing cannot tell you which one is in the box. No advisory found naming this product. |
| Specifications stated | Quantity 2; pack size 190 g each (380 g); “Active Micro-Calcium and Fluoride” |
| Claims | “Pepsodent’s best ever Cavity Fighter”; “helps repair tiny invisible holes before they become cavities*”, where the footnote says this “refers to remineralisation of weak spots in tooth enamel”; “brush twice a day and visit your dentist regularly” |
| Inconsistencies | None found, but the page gives no fluoride level, ingredient list, directions or shelf life. Half the description is general Shopee Supermarket text. |
| Seller | Shopee Supermarket (official shop run by Shopee since March 2020, 1,109,337 followers, 4.89 shop rating). Listing 4.91 from 57,089 ratings; search shows 100,000 sold. |
| Price | ₱158 for 380 g on 25 October 2026, ₱41.58 per 100 g |
The cheapest toothpaste in this guide per gram, with an exact FDA notification match and more than 57,000 ratings at 4.91. The one claim that goes beyond “fights cavities” comes with a footnote explaining what it means, which is more than most listings do.
The listing is thin: no fluoride level, ingredients or directions, and the seller is Shopee’s own supermarket rather than Unilever. Unilever Beauty Official Store also lists Cavity Fighter in its own bundles.
Why it scored well
- Lowest price per 100 g (₱41.58)
- Exact FDA notification match valid to Mar 2029
- Claim comes with a footnote explaining it
Watch-outs
- No fluoride level, ingredients or directions
- Seller is Shopee Supermarket, not the brand
- Two companies hold “Cavity Fighter” notifications
70/100
White Now Purple Serum Gel
NN-1000014003892
Ingredient list stated
₱131.76 per 100 g
| FDA status | Product-level match: Unilever Philippines notified “Closeup White Now Purple Toothpaste”, NN-1000014003892, valid to 14 February 2028 (and “Closeup White Now Detox Cleanse Serum Toothpaste”, NN-1000013977927, valid to 5 March 2028). The exact “Purple Serum Gel” name was not found in the registry results we could list. No advisory found naming this product. |
| Specifications stated | 85 g; ingredient list including sorbitol, hydrated silica, kaolin, sodium lauryl sulfate, sodium fluoride, titanium dioxide, charcoal powder and colour additives; brush at least twice a day; do not swallow, rinse and spit out |
| Claims | “Purple serum helps whiten teeth for a brighter smile”; “removes stains and supports daily whitening”; “freshens breath and cleanses your mouth”; “helps whiten and polish teeth” |
| Inconsistencies | No fluoride level is given although sodium fluoride is listed; a charcoal ingredient appears on a purple-serum product without explanation; no shelf life. |
| Seller | Unilever Beauty Official Store (Shopee Mall since October 2017, 2,956,145 followers, 4.92 shop rating). Listing 4.93 from 1,041 ratings; search shows 4,000 sold. |
| Price | ₱112 for 85 g on 25 October 2026, ₱131.76 per 100 g; a buy-2-get-2-free 100 g bundle is ₱404 |
Unlike the other Closeup listing, this one gives the whole ingredient list and the directions, and it comes from Unilever’s own store. The whitening claims are described by the seller but not sourced, and the exact variant name is not in the registry results we could see.
It costs about ₱132 per 100 g, nearly three times the Red Hot twin pack, and it has far fewer ratings (1,041) than the other Closeup tube.
Why it scored well
- Full ingredient list and directions
- Official Unilever store
- Notified White Now Purple in the registry
Watch-outs
- Exact “Purple Serum Gel” name not found in the registry
- Whitening claims not sourced
- Highest price per 100 g of the Closeup tubes
67/100
Red Hot Zinc 2 x 173 g
NN-1000014427999
19.5K ratings
₱50.29 per 100 g
| FDA status | Brand and flavour match: Unilever Philippines has three notifications named “Closeup Red Hot Gel Toothpaste” (NN-1000014427999 valid to 24 April 2028; NN-1000014757672 to 6 July 2028; NN-1000005668352 to 14 September 2028). The “Antibacterial Zinc” wording is not in the entry names. The only Closeup advisory we found is a 2021 notice on a mouthwash, later lifted. No advisory found naming a Closeup toothpaste. |
| Specifications stated | Twin pack, “350 g total, 173 g per tube”; gel; shelf life 3 years; origin Philippines |
| Claims | “Antibacterial Zinc that blasts away up to 99.9% of bacteria”; “all day AMA-ZINC fresh breath (up to 12 hours with regular use)” |
| Inconsistencies | 2 x 173 g is 346 g, not the 350 g stated. No ingredient list, no fluoride mention and no directions on the page. |
| Seller | Unilever Beauty Official Store (Shopee Mall since October 2017, 2,956,145 followers, 4.92 shop rating). Listing 4.91 from 19,555 ratings; search shows 60,000 sold. |
| Price | ₱174 for 346 g on 25 October 2026, ₱50.29 per 100 g |
A low price per gram from the brand’s own store, with a familiar product and almost 20,000 ratings. The registry has three Closeup Red Hot gel notifications, all valid into 2028.
The listing is the thinnest here: three lines, no ingredients and no fluoride statement, plus two numeric claims (99.9% of bacteria, 12 hours) with no source. We cannot tell from the page whether this tube contains fluoride, so read the pack.
Why it scored well
- ₱50.29 per 100 g from the brand store
- 19,555 ratings at 4.91
- Three valid Red Hot gel notifications
Watch-outs
- No ingredients, fluoride or directions
- 99.9% and 12-hour claims have no source
- 350 g stated for 2 x 173 g
64/100
Optic White Purple 100 g
NN-1000012523536
Valid to Feb 2027
₱199 per 100 g
| FDA status | Exact name match in the cosmetic notification list: “Colgate Optic White Purple Toothpaste”, Colgate-Palmolive Philippines, NN-1000012523536, valid to 15 February 2027 (the soonest expiry of the six); a second notification, NN-1000014429054 “Colgate Fluoride Toothpaste – Optic White Purple”, is valid to 26 April 2028. No advisory found naming this product. |
| Specifications stated | 100 g paste, shelf life 31 months, origin Philippines; contains sodium fluoride; brush twice a day for 2 minutes; ages 2 to 6 use a pea-sized amount under supervision; under 2 only on a physician’s or dentist’s advice; “see pic and details” for ingredients |
| Claims | “Color-Corrects Yellow Tones*”; “1 million Purple Brighteners in every tube”; “revolutionary”; “enamel-safe, with fluoride protection”; “lasting and radiant whitening effect” |
| Inconsistencies | The asterisk on “Color-Corrects Yellow Tones*” has no footnote. The attributes list charcoal, sugar acid neutralizer and a passion grapefruit flavour while the text describes a mint flavour. The directions are pasted twice. |
| Seller | Colgate-Palmolive Official (Shopee Mall since July 2023, 1,199,519 followers, 4.92 shop rating). Listing 4.93 from 23,287 ratings; search shows 70,000 sold. |
| Price | ₱199 for 100 g on 25 October 2026, ₱199 per 100 g; 4 x 100 g at ₱361 is about ₱90.25 per 100 g |
A widely bought whitening tube from Colgate’s own store, with an exact FDA name match. It states the fluoride content in words and the directions for children, which several of the others do not.
The listing has the most copy-paste noise of the six: an asterisk with no footnote, attributes that contradict the text, and directions pasted twice. The FDA notification for the exact name runs to February 2027, so check the date again if you buy later.
Why it scored well
- Exact FDA notification match
- 23,287 ratings at 4.93
- Child directions and fluoride stated
Watch-outs
- Notification valid to Feb 2027, the earliest of the six
- Asterisk with no footnote, contradictory attributes
- Highest single-tube price after Sensodyne
How to choose and buy toothpaste on Shopee
- Buy from the brand’s official store or a Shopee Mall store: five of our six picks come from Colgate-Palmolive, Unilever Beauty and Haleon, and one from Shopee Supermarket.
- Compare the price per 100 g, not the price per tube: ranked picks run from ₱41.58 to ₱248 per 100 g.
- Pick the variant whose weight you want: Colgate’s ₱225 headline price is a mixed 288 g set, the 4 x 195 g pack is cheaper per gram.
- Look up the product name on the FDA verification portal and check the validity date; Colgate Optic White Purple runs to February 2027.
- Avoid mixed-brand bundles, misspelt brand names and “samplers” from shops with a thin record.
- For sensitive teeth, bleeding gums or persistent pain, see a dentist; toothpaste listings are not medical advice.
How we researched this guide
We searched the Shopee affiliate offer list and Shopee search for Closeup, Colgate, Pepsodent and Sensodyne toothpaste on October 25, 2026, started from the Closeup list the owner supplied, and read each finalist listing and shop record through Shopee. We looked every brand up in the FDA Philippines verification portal, one word at a time: Closeup returned 30 notifications, Colgate 307, Pepsodent 9 and Sensodyne 18; we matched the listed name and checked validity dates and advisories. We scored them with our published rubric: provenance and registration (25), disclosure (20), claims (20), consistency (10), seller record (15) and value (10). We did not use or test any product.
This guide is general information, not medical advice; read the label and ask a dentist if unsure. Toothpaste is a notified cosmetic in the Philippines, so we never say “FDA approved”. We matched names to the registry but could not verify any seller’s stock, expiry or packaging. This guide has not yet been reviewed by our health content reviewer, and we have not checked the Shopee affiliate programme’s rules for this category.
Frequently asked questions
Is toothpaste FDA approved in the Philippines?
No. The FDA Philippines lists toothpaste as a notified cosmetic with an NN- number. Notification means the company told the FDA about the product; it is not an approval or a test.
Which toothpaste is cheapest per 100 g in this guide?
Pepsodent Cavity Fighter 2 x 190 g at ₱158, which is ₱41.58 per 100 g on 25 October 2026. Colgate's 4 x 195 g pack at ₱360 is about ₱46.15.
Is Sensodyne better than Colgate or Closeup?
It is built for sensitive teeth and has the most complete listing here, but we did not test any toothpaste. The ranking is about the listing and the seller.
Do these listings say how much fluoride is in the tube?
Only Sensodyne states the level (1450 ppm). Colgate Maximum Cavity Protection (in its name), Pepsodent ("Active Micro-Calcium and Fluoride"), Colgate Optic White Purple ("contains sodium fluoride") and Closeup White Now (ingredient list) name fluoride but give no level; the Closeup Red Hot listing does not mention it.
Is Closeup toothpaste FDA notified?
Yes. The portal lists 30 Closeup notifications under Unilever Philippines, including Red Hot Gel (NN-1000014427999) and White Now Purple (NN-1000014003892). The only Closeup advisory we found is a 2021 notice on a mouthwash, later lifted.
Are there fake Colgate toothpastes?
The FDA published advisories in 2021 and 2022 against unauthorized Colgate boxes with foreign markings. Buy from the official store and check the name on the portal.
Why is there a Colgate Optic White notification ending in February 2027?
The exact-name entry for Optic White Purple is valid to 15 February 2027; a second Colgate entry for the product is valid to April 2028. Check the portal again if you buy later.
What about kids' toothpaste?
That is a different list because of age and swallowing; see our kids' toothpaste guide.
Did you test these toothpastes?
No. We read the listings, checked the shops and the FDA portal, and scored what the sellers put in writing.
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