Colgate Customer EngagementInnovation is one of those key buzzwords in loyalty marketing. And for Colgate-Palmolive, its innovations have led to marked improvements in customer engagement and customer loyalty.

Colgate-Palmolive CEO Ian Cook talked about the brand’s innovations during the company’s Jan. 29 fiscal fourth-quarter conference call.

“Our market shares increased year-to-date in toothpaste, manual toothbrushes, mouthwash, liquid hand soap, body wash, liquid cleaners, and fabric conditioners,” Cook said, according to Seeking Alpha. “And as you’d expect, innovation was an important contributor to these excellent results.”

During the third quarter of 2015, the company launched Colgate Total Daily Repair toothpaste.

“This toothpaste remineralizes weakened enamel to help prevent cavities and maintain stronger teeth, as well as kills bacteria that cause gingivitis for healthier gums,” Cook explained. “In addition, we engaged in a targeted outreach to consumers with diabetes. People with diabetes are two times more likely to develop gum disease. We reached both dentists and consumers and developed retail partnerships. And as a result, our overall market share for Colgate Total toothpaste grew to 10.3% from 10% at the beginning of 2015.”

The Colgate Optic White toothpaste franchise has grown as well, thank to the launch of Colgate Optic White Platinum Express White.

“With the help of a comprehensive IMC plan, support from dental professionals, and strong in-store activities, Colgate Enamel Health toothpaste has grown share as well,” he added. “And toothpaste innovation will continue in the first quarter.”

Building on the success of its teeth whitening franchise, the company plans to launch Colgate Optic White Platinum White High Impact, which provides four shades visibly whiter teeth in six weeks and starts working in just three days.

“Also, we’re introducing premium-priced Colgate Enamel Health Mineral Repair toothpaste with an accompanying mouthwash and whitening toothbrush,” Cook said. “The toothbrush and mouthwash help replenish natural Colgate Customer Engagementcalcium for stronger enamel. To bolster our toothbrush business, we’re launching Colgate Kids Interactive, the only talking-powered toothbrush featuring kids’ favorite licensed characters which coach you to better brushing. The brush features a two-minute timer to help ensure effective brushing.”

In liquid hand soap, the company plans to launch Softsoap Foaming Hand Soap for kids that makes handwashing fun, as well as Softsoap Pure Foaming Hand Soap with a simple formula that is dye-free, alcohol-free, has 100% natural fragrance, yet effectively cleans and purifies.

And in body wash, Colgate-Palmolive plans to launch Softsoap Luminous Oils, one variant with avocado oil and iris and the other with macadamia oil and peony, designed to leave skin feeling soft.

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