CO. by Colgate, a new oral care range targeted towards Gen Z, was released earlier this year uses the empowering, self-care language that has been synonymous with the beauty industry.
The Co. by Colgate subbrand has made a clear stand to separate itself from the Kmart red colour. However, the bold san-serif creates a modernised appearance that reinforces the Colgate master brand.
The toothpaste giant is cashing in on the growing oral beauty industry, creating a collection that was inspired by the powerful idea that feeling beautiful and confident begins with a smile.
CO. creates oral beauty products that are designed to fit into your busy schedule, ranging from whitening tools and wands to on-the-go toothpaste tablets and mouthwashes.
With a brand-new strategy, Colgate-Palmolive is shaking up the oral care industry. The new range is described as one that “transforms the simple act of brushing your teeth into a ritual for feeling good”. Colgate is the latest personal care and cosmetics company to launch a sub-brand aimed at Gen Z.
Co. is appealing to Gen Z’s need for authenticity and self-expression. Through the brand’s research, they were able to come up with the abbreviated name ‘Co.’ explained to “reflect the ethos of the brand and what it represents: community, collection, confidence, and collaboration.”
Co. creates oral beauty products that align with your lifestyle, representing a fluid notion around self-care — one that changes according to what suits your needs. “What we’re trying to do is tap into every moment that this generation is looking for and meet their needs where they are throughout the whole seven-product collection,” said Suspanic.
The look and feel of the brand was extended into a packaging design system that combines the efficacious features with a cool modern feel. The holographic packaging with a pearlised finish merges pink and blue tones to create a gender-neutral packaging system with a slight female skew. “CO. by Colgate is more than a line of transformative oral beauty products that help create brighter smiles. It aspires to celebrate and support those working every day to build a brighter, more inclusive future. We hope to help shape a world where everyone feels safe and encouraged to be who they truly are.” The product photography features a diverse selection of talent to tie with Co. by Colgate as a brand for everyone.
With self-expression at the core of the new subrange, CO. by Colgate is more than a collection of oral beauty products that help people smile brighter. It strives to honour and encourage individuals who strive every day to make the world a better, more inclusive place. The collection aims to contribute to creating a world in which everyone feels confident and encouraged to be themselves.
The metallic and tech feel markets directly to the Gen Z consumers and communicate the powerful qualities of the products. The sparkling Gen Z-focused line not only looks great in any bathroom setting, but it also contains some pretty creative items, featuring seven items, including toothpaste, toothbrushes, mouth rinse, teeth whitener, and toothpaste tabs, all of which have been promised to leave you with a bright and beautiful smile.
Brushing your teeth is no longer a burden with this assortment of effective and beauty-inspired items that work together to keep you prepared for life’s key moments.
The CO. by Colgate collection is available nationwide, exclusively at Ulta Beauty and on Ulta.com and CO.Colgate.com.
Consumers are invited to join the CO. by Colgate online community by following @CO.Colgate on social media for how-to videos, tips and stories about how to work each product into their self-care regimen.
THE FUTURE OF RETAIL REPORT
We recently commissioned a report on global retail trends and the evolution of shopper behaviour to identify the essential strategies retailers need to implement to thrive in the coming decade. Download the free report below!
