The brand wants brushing your teeth to be a #self-care ritual
Gen Z approval is the gold dust that all brands are chasing at the moment. It’s had them investing in TikTok marketing, putting out inclusive, gender-fluid campaigns, branching out into sheer, multi-purpose products, and, it seems, experimenting with holographic packaging. Kids like shiny things right?
Classic toothpaste brand Colgate is one of these companies. This week, the brand launched CO. by Colgate, a new oral care collection aimed at Gen Z. Using the
empowering, self-care language that has come to dominate beauty marketing, the new collection is described as one that “transforms the simple act of brushing your teeth into a ritual for feeling good”.