Colgate Direct-To-Consumer Sales Piloted With Tooth-Whitener In US
Colgate test markets its first direct-to-consumer retail program with a tooth-whitening product available by subscription sales, says incoming CEO Noel Wallace. Program not expected to be “huge-scale opportunity” but to help accelerate innovation and better understand consumers.
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Colgate agrees to purchase Hello Products direct-to-consumer oral care brand, complementing its Colgate brand and its Tom’s of Maine natural-positioned line. The firm will pay with a combination of cash and debt in the deal expected to close no later than the end of February.
Examples of unfinished business from 2019 include no legislation passed to reform OTC monograph program; FDA putting off until May the planned publication of an NPRM to allow firms to submit OTC NDAs with extra-label information to help guide consumers' self-selection; and no OTC naloxone for opioid overdose approved even after FDA's unprecedented step of developing model DFLs sponsors could use for their own label comprehension studies.
Colgate says ‘premiumization’ of its oral care products in North America should drive improved product mix and pricing; higher-end offerings will include a recyclable Tom’s of Maine toothpaste tube and a Colgate Optic White offering. North American Q3 sales grew 1.2% to $869m.