Now Reading
Colgate-Palmolive Leans On Self-Care Trend With Latest Product Launch

Colgate-Palmolive Leans On Self-Care Trend With Latest Product Launch

Colgate-Palmolive Looks To Self-Care

At the height of the pandemic, it was athleisure wear, at-home workouts, home goods and self-care products that witnessed a surge in demand. As more and more people found themselves confined to their personal spaces during lockdowns, consumers looked to indulge in comfort and self-healing. And these are habits and rituals that have stayed with many long after lockdown restrictions were let up.

That said, CPG giant Colgate-Palmolive is aiming to flip the script on everyday oral care by positioning oral care as a ritual for feeling good with its latest collection CO. by Colgate, which includes toothpaste, toothbrushes, mouth wash, teeth whitener, and toothpaste tabs.

Through the collection, the company is leaning on the latest consumer trends and habits brought upon by COVID-19 in an effort to become a staple product amongst consumer oral care routines.

Colgate-Palmolive Looks To Self-Care

“Self-expression is at the core of CO. by Colgate, underscored by our belief in a future where everyone can feel confident to express themselves freely,” said Dana Medema, vice president & general manager, Oral Care, Colgate North America.

“CO. by Colgate is more than a line of transformative oral beauty products that help create brighter smiles. It aspires to celebrate and support those working every day to build a brighter, more inclusive future. We hope to help shape a world where everyone feels safe and encouraged to be who they truly are.”

As a part of its launch, CO. by Colgate will be sold exclusively at Ulta Beauty physical and online as well as on

“We’re delighted to be the exclusive retail partner for CO. by Colgate and provide a platform for this innovative collection to be discovered and embraced,” said Monica Arnaudo, chief merchandising officer, Ulta Beauty. “As a beauty leader and preferred destination among Gen Z beauty enthusiasts, we know how important daily routines are to our guests’ holistic wellbeing. CO. by Colgate turns the simple act of brushing one’s teeth into a self-care ritual – and that’s something to smile about.”

In an effort to better market the collection to Gen Z consumers, CO. by Colgate has also developed a donation model that allows consumers to support a non-profit of their choosing with every purchase.

During the height of COVID-19, brands have found that Gen Z consumers favor brands that align their business model to support charitable causes. For example, the direct-to-consumer (DTC) brand, Allbirds, buy-a-pair-give-a-pair initiative, which provided trainers to front-line medical workers, saw major traction amongst Gen Z consumers during the pandemic.

The CO. by Colgate collection is now available nationwide.

Scroll To Top