On the face of it, the idea of slapping toothpaste on your cheekbones to enhance your appearance seems crazy.

But that is exactly what some believe could become Hong Kong’s latest beauty fad.

Oral hygiene giant Colgate - which has been peddling toothpaste since 1873 when it came in a jar before the switch to its now familiar collapsible tube - is rolling out a product that claims to do just that.