Colgate Lays Out Strategy

If its future is to be brighter, teeth have to get whiter. Colgate-Palmolive will focus on the fast-growing whitening market, which is the second-largest segment in the oral care category, according to comments by CEO Ian Cook at a recent investor event. Cook noted that Colgate’s Optic White brand increased its market share in North America to 19.3% in 2Q15.


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.