THE WHAT? Colgate-Palmolive is focusing on wellness with the launch of its new Co. by Colgate collection, with is said to bolster self-expression.
THE DETAILS The company stated that the collection aims to ‘speak to the next-generation of beauty enthusiasts’, with the concept born from the premise that it can transform ‘the simple act of brushing your teeth into a ritual for feeling good.’
Co. by Colgate features seven products, including toothpaste, toothbrushes, mouth rinse, teeth whitener and toothpaste tabs. The range will launch exclusively instore and online at Ulta, as well as the dedicated Co. by Colgate website.
According to a press release, “CO. by Colgate is building a donation model into the brand to give back with every purchase, focusing on non-profit organizations that help ensure a future where everyone can live their truth boldly.”
THE WHY? Speaking about the new collection, Monica Arnaudo, Chief Merchandising Officer, Ulta Beauty, said, “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.
“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.”