Posted By Harrisons Direct Delivered Wholesale on 28th April 2022

Colgate Brand Guide: Their Mission To Make You Smile

We all want a nice, bright smile! That’s why the British toothpaste industry is worth over £500 million and continues to grow every year. Dental care products are sure-sellers and if there’s one brand that consumers trust to look after their teeth, it’s Colgate.

Colgate are truly a global brand, selling their products in over 200 countries worldwide. They are the UK’s best-selling toothpaste brand, making their products a great thing to have in stock.

Who are Colgate?

Everyone’s heard of Colgate! Whether it’s toothpaste, toothbrushes or mouthwash, you’d struggle to find someone who hasn’t used a Colgate product before. We’re taking a look at who Colgate are, what they do and what makes them so successful.

Colgate are part of the Colgate-Palmolive company, which produces everyday consumer goods including soap, pet food and home cleaning products. They own big brands like Sanex, Palmolive and Ajax, a cleaning giant in the US. Despite being part of such a large family of brands, Colgate probably remains their most valuable brand. 

Colgate itself has a range of sub-brands, each specialising in different areas of oral care. These sub-brands include Colgate® Total, Colgate® Max White® and Colgate® Sensitive. That means that these products can target specific groups of consumers better than a one-product-does-it-all approach.

A Brief Brand History

Nowadays, you see Colgate and you immediately think of toothpaste, but did you know William Colgate originally started selling soap and candles in New York in 1806? Colgate has undergone quite the transformation since then, as it went from a small store in New York to a globally-recognised brand. It’s hard to condense over 200 years of brand history into a few short lines, but we’ll give it a go below!

  • 1806 – William Colgate starts a business selling soap and candles in New York.
  • 1864 – BJ Johnson starts a soap factory in Wisconsin which later becomes the Palmolive Company.
  • 1873 – Colgate starts selling aromatic toothpaste, which was more about treating bad breath than protecting teeth.
  • 1896 – Colgate starts selling toothpaste in a tube rather than a jar – an innovation we still use today.
  • 1928 – Colgate merges to become Colgate-Palmolive-Peet, changing the name to Colgate-Palmolive Company in the 50s.
  • 1968 – Colgate adds fluoride to their toothpaste, clinically proven to reduce cavities.
  • 1983 – Colgate launches their first toothbrush. Now, over 1.6 billion Colgate toothbrushes are sold annually.
  • 1997 – Colgate Total is introduced and becomes the market-leading toothpaste.
  • 2018 – Colgate’s Bright Smiles, Bright Futures programme celebrates reaching 1 billion children.

What is Colgate’s Mission?

Colgate summarises their mission as “sparking optimism in everyone, every day.” Oftentimes brands have wishy-washy brand mission statements but don’t actually take action to make this a reality. Colgate, however, has put their money where their mouth is.

The first way Colgate act to inspire optimism is through education. They want to use education about oral health to eliminate preventable oral diseases and enable everyone to have a bright, healthy smile. Colgate’s Bright Smiles Bright Futures programme has provided children around the world with free dental screenings and education about how to take care of their teeth, gums and mouths. They aim to reach 2 billion children by 2025 – an incredible number.

The second way Colgate act to inspire optimism is by creating a healthier planet. Colgate has taken steps to reduce water usage and increase energy efficiency during production. They have also introduced a fully recyclable toothpaste tube, with plans to make all tubes fully recyclable by 2025! Since 2002, their parent brand Colgate-Palmolive has reduced absolute greenhouse gas emissions by 37.5% and water intensity by 52.2%. Of course, there’s always more to be done, but we should commend them on this achievement.

What Colgate Products Should You Stock?

Consumers know and trust Colgate – that’s why it’s a savvy move to keep their dental care products stocked on your shelves. Check out some of our favourite wholesale Colgate products below.

Colgate Toothpaste Cavity Protection

The ultimate goal for any toothpaste is to keep our teeth bright and healthy. Colgate Toothpaste Cavity Protection does just that. It contains fluoride, which is clinically proven to fight cavities on and strengthen teeth. It comes in a minty fresh flavour too for fresh breath that lasts.

Colgate Toothpaste Total Active

Colgate Toothpaste Total Active is an all-rounder that does everything you could ask for from a toothpaste. This antibacterial toothpaste provides protection against cavities, removes plaque and repairs enamel. It also protects sensitive teeth, has a whitening effect and provides that minty fresh breath that we all want.

Colgate Max White Shine

There has been a surge in the popularity of teeth whitening products over the last few years. Whilst there are plenty of (somewhat dodgy) online brands of teeth whitening strips, powder and light kits, many consumers prefer to stick with brands they know they can trust. Colgate’s Max White Shine is a whitening toothpaste infused with their signature cooling crystals for fresh breath. Unlike other whitening products, it won’t cause sensitive teeth as it contains fluoride to protect enamel.

Colgate Portable Soft Toothbrush

Summer holidays are coming and this nifty little toothbrush is perfect to throw in a carry on! Customers can brush their teeth as normal, and then fold their toothbrush into the casing enclosed in the handle. This prevents the toothbrush getting dirty or squashed in their suitcase – so simple, yet so smart! 

Colgate Plax Cool Mint Travel Mouthwash 

Another travel essential, in a convenient 100ml size. Customers can pick up this handy travel-sized mouthwash for their upcoming summer holidays to save space and vital weight allowance in their suitcase.

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