Many of the innovations in toothpaste after the fluoride breakthrough involved the addition of ingredients with "special" abilities to toothpastes and toothpaste packaging. In the 1980s, tartar control became the buzz word in the dentifrice industry. Tarter control toothpastes claimed they could control tartar build-up around teeth. In the 1990s, toothpaste for sensitive teeth was introduced. Bicarbonate of soda and other ingredients were also added in the 1990s with claims of aiding in tartar removal and promoting healthy gums. Some of these benefits have been largely debated and have not been officially corroborated.
Packaging toothpaste in pumps and stand-up tubes was introduced during the 1980s and marketed as a neater alternative to the collapsible tube. In 1984, the Colgate pump was introduced nationally, and in the 1990s, stand-up tubes spread throughout the industry, though the collapsible tubes are still available.