Charles Sternberg, Assistant Editor03.15.21
Colgate-Palmolive is introducing a new oral care category with the launch of CO. by Colgate – an oral beauty collection that transforms the simple act of brushing your teeth into a ritual for feeling good.
CO. by Colgate is an oral beauty line that flips the script on everyday oral care. Powered by Colgate's 200+ years of oral care expertise, CO. by Colgate incorporates technology and science to create innovative, effective, and trusted products to help consumers achieve bright, healthy smiles.
The collection features seven products, including toothpaste, toothbrushes, mouth rinse, teeth whitener, and toothpaste tabs, all designed to deliver a bright smile, in a desirable form.
The Collection Includes:
Emphasizing Self-Expression
"Self-expression is at the core of CO. by Colgate, underscored by our belief in a future where everyone can feel confident to express themselves freely," said Dana Medema, vice president & general manager, Oral Care, Colgate North America. "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."
CO. by Colgate is also building a donation model into the brand to give back with every purchase, focusing on non-profit organizations that help ensure a future where everyone can live their truth boldly. More details will be shared in the future.
The CO. by Colgate collection will be available nationwide beginning March 14, 2021, exclusively at Ulta Beauty and on Ulta.com and CO.Colgate.com.
CO. by Colgate is an oral beauty line that flips the script on everyday oral care. Powered by Colgate's 200+ years of oral care expertise, CO. by Colgate incorporates technology and science to create innovative, effective, and trusted products to help consumers achieve bright, healthy smiles.
The collection features seven products, including toothpaste, toothbrushes, mouth rinse, teeth whitener, and toothpaste tabs, all designed to deliver a bright smile, in a desirable form.
The Collection Includes:
- Oh So Dazzling Enzyme-Powered Whitening Toothpaste: An enzyme-powered whitening toothpaste with hydrogen peroxide in the US. The toothpaste's active, naturally derived enzyme works as a catalyst to boost the teeth whitening effect and the formula is designed for no tooth sensitivity. (MSRP: $15)
- Later, Stains! Foaming Anti-Stain Mouth Rinse: A daily foaming mouth rinse that can be used at home or on-the-go, prior to eating or drinking, as a protective shield against everyday stains. (MSRP: $14)
- It's Lit Overnight Whitening Wand: Click-and-brush-on whitening serum that makes teeth three shades whiter in just two weeks when used as directed. (MSRP: $25)
- The CO. Worker Rechargeable Electric Toothbrush: Designed with four brush modes, multiple vibration levels, and a pressure sensor to deliver a refreshing, customized clean. The CO. Worker also comes with two brush heads and a travel case. (MSRP: $100)
- SuperNova Rechargeable At-Home Teeth Whitening Kit: Includes the It's Lit Overnight Whitening Wand + SuperNova LED Device. A combination of tools to give teeth a radiant glow-up featuring Colgate's hydrogen peroxide serum plus patented blue LED device. SuperNova will get teeth six shades whiter in 10 days when used as directed. (MSRP: $129)
- CO. to Go On-The-Go Anticavity Toothpaste Tabs with Fluoride: Waterless-formula toothpaste tablets that dial-up cavity protection and fresh breath, at home or on the go. (MSRP: $14)
- TLC Manual Toothbrush: This manual toothbrush has ultra-soft bristles that provide a cushiony clean while treating gums to a revitalizing massage. (MSRP: $8)
Emphasizing Self-Expression
"Self-expression is at the core of CO. by Colgate, underscored by our belief in a future where everyone can feel confident to express themselves freely," said Dana Medema, vice president & general manager, Oral Care, Colgate North America. "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."
CO. by Colgate is also building a donation model into the brand to give back with every purchase, focusing on non-profit organizations that help ensure a future where everyone can live their truth boldly. More details will be shared in the future.
The CO. by Colgate collection will be available nationwide beginning March 14, 2021, exclusively at Ulta Beauty and on Ulta.com and CO.Colgate.com.
