Colgate Expects ‘Premiumization’ Of Oral Care To Boost North America Sales
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.
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Colgate rolls out first recyclable toothpaste tube in UK with launch of Smile for Good. Selling now in retailers including Tesco and Morrisons, the line featuring Protection and Whitening versions is the first toothpaste certified by the Vegan Society.
OTC drug, supplement and beauty firms are spreading into digital health devices showcased at the 2020 Consumer Electronics Show as technological advancements help consumers reach health and wellness goals. Colgate debuted a smart toothbrush that detects biofilm build-up while L’Oreal introduced AI-powered skin care.
Colgate changing to be more “agile” and predictive of local trends while also cutting product development time significantly, says CEO Noel Wallace. Approach has worked well in natural toothpaste business, where firm is gaining market share with toothpastes appealing to local preferences.