But whitening isn't the only segment that makes Cook and company smile these days. Other successful innovations include Colgate Maximum Cavity Protection with Sugar Acid Neutralizer and a toothbrush with charcoal bristles, which increased sales in the US and Asia, respectively. Recent innovations in the personal care segment include the introduction of Protex antibacterial bar, which provides long-lasting anti-bacterial protection, increased its market share of bar soaps to 22.6% in two top markets: South Africa and Russia. In addition, Sanex introduced body lotions in France and the UK. According to Cook, the product is already two share points up just two months into the launch.
The company plans to expand is portfolio by introducing a rinse-free formula to Suavitel fabric conditioner in Latin America. This will help in enhancing the company’s top-ranked position in Latin America.