New York – Dental care brand Colgate is tapping into the interests of Generation Z with its new sub-brand CO.
In this new venture, which launches exclusively with Ulta Beauty, the brand is elevating routine oral care and repositioning it as a ritual for self-care. Featuring seven products, including toothbrushes, teeth whitener and toothpaste tabs, the line focuses on the potential of oral care to boost people’s self-esteem. Its iridescent branding takes visual cues from beauty brands and communicates the importance of smiling confidently and boldly as a means for self-expression.
‘As a beauty leader and preferred destination among Gen Z beauty enthusiasts, we know how important daily routines are to our guests' holistic wellbeing,’ says Monica Arnaudo, chief merchandising officer at Ulta Beauty. ‘CO. by Colgate turns the simple act of brushing one's teeth into a self-care ritual – and that's something to smile about.’
With its elevated aesthetic, CO. reflects how brands are re-inventing beauty and self-care for Generation Z, while satisfying the visual-first mindsets of this cohort.