Colgate-Palmolive and Philips have entered into a long-term collaboration to introduce electric toothbrushes to consumers in Latin America.
The collaboration aims to offer the best technology to consumers and dental professionals under a co-branded approach: Philips Colgate.
Colgate is one of the world’s leading oral care brands, and Philips is a leading manufacturer of sonic toothbrushes globally.
The exclusive portfolio of Philips Colgate will feature various electric toothbrushes across a range of price points, Colgate-Palmolive said in its statement.
The companies have a solid ambition to promote electric oral care devices in Latin America, where brushing is high, but electric toothbrush usage is low.
Awareness And Distribution
Colgate is strategically positioned to accelerate awareness and distribution of these products through its leading oral care market shares in the region and well-established relationships with the dental profession.
Meanwhile, Philips is well-equipped with the most sophisticated technology and leadership positions in the space across various critical markets for the category.
The company added that the collaboration is limited to certain countries in Latin America, and Colgate and Philips will continue to commercialise their oral care products separately in other markets.
In February of this year, Colgate-Palmolive posted a 7.5% net sales increase in the fourth quarter and said that its decision to invest more in digital and e-commerce has helped deliver growth across its portfolio.
All of its divisions posted sales growth in the quarter, with net sales in North America up 10.0% and Europe up 14.0%.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
