THE WHAT? Colgate-Palmolive has teamed up with Headspace app in a partnership that will see weekly programming offered in the Hum by Colgate app, which connects to its smart toothbrushes.
THE DETAILS The collaboration, which will see Headspace host ‘Mindful Moments’ programming in the Hum app, aims to ‘help facilitate new routines, whether that’s getting into the rhythm of brushing better or finding time to be kind to one’s mind’.
With the Hum app offering consumers the chance to earn ‘Smile Points’ by teeth brushing or completing an activity on the app, users can also unlock a 60-day free Headspace trial once they earn 200 Smile Points, which they can redeem within 30 days on the website.
Bill Van de Graaf, Vice President of Marketing North America, Colgate-Palmolive, said, “Headspace is a perfect partner for hum by Colgate as both of our brands share the mission to reinforce healthy habits, while improving overall health and bringing more smiles to the world.”
THE WHY? As lockdown measures and store closures saw sales in some areas fall, wellness, self-care and hygiene have soared. With cross-industry collaborations evolving within personal care, the new digitally driven partnership ticks all the right boxes, targeting young, millennial consumers.
Van de Graaf continued, “Uniting our brands offers a powerful opportunity for hum to continue to create unique experiences that are relevant for our millennial consumers’ lifestyle and to reinforce the tie between oral health and overall wellness.”