Colgate-Palmolive polishes off a new brand, Co. by Colgate, meant to connect with Gen Z.
Launched on March 19, the new brand is sold exclusively at Ulta Beauty and on the brand’s website. And even though it may seem like there’s not a lot of room for creativity when it comes to oral care, Co. by Colgate begs to differ. Along with the abbreviated name, Co. by Colgate boasts seven items priced from $8-$129 including a sweet mint toothpaste called “Oh So Dazzling” that comes in an Instagram-worthy silver tube, an electric and manual toothbrush in a pink ombre travel case, portable whitening pens and kits, and an anti-stain foaming mouth wash dubbed, “Later, Stains!”. Brand manager Liz Suspanic says the new line aims to target Gen Z, who “sees beauty as a way to fulfill the self-care needs“.
To develop Co. by Colgate, the company switched things up with a new agency that boasts experience with brands both new and old, including Rare Beauty, Paula’s Choice, and Fenty Beauty. As such, the new website touts of-the-moment colors like holographic lavender, baby pink, and sage green, plus user-generated how-to videos, a full lineup of shiny new social media accounts, and an in-progress influencer strategy called “Co.llective” that centers on four creators of varying levels, like Eunice Chan (@NotCheetos) and Cassandra Daly (@ViaCassie).
Colgate-Palmolive’s brand echoes a growing awareness of a new generation of shoppers, but it also reflects an evolving new category: oral beauty. This category concentrates more on teeth-whitening pens and kits that a consumer might use on a self-care day or before a big date. Though there are specific products in oral care for adults and children, there aren’t a lot targeted toward teens. But a few minutes on TikTok shows young consumers do care about their teeth, so much so that there is now a rather ruthless filter that helps users see if their teeth is more yellow or white, plus one that brightens your smile for you. Competition remains cutthroat in the personal care landscape, as observed in Gartner’s report on the industry, so it makes sense that Colgate-Olive would want to creep into the beauty category. The only thing more cutthroat than the personal care landscape? Gen Z consumers.