Colgate 

My Role   

Secondary (Categorical) Research 

Product Packaging Redesign

Insight 

“Traditional oral care doesn’t have brand love, and in my opinion, it’s very pharmaceutical.

-Shaun Neff, Beach House Group Co-Founder

Strategy

Reshape the oral health experience from brushing teeth to naturally beautifying smiles. 

The Redesign

Scaling up the Zero callout to the top of the package prioritizes the benefit over the branding.

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The peppermint leaves on the original design were moved closer to Colgate's logo to reduce the brand mark's medicinal feel.

 Lastly, we aimed to capture the sleekness of cosmetic packaging by adding mint green gradients at the product's base and top. 

Category and Brand Analysis

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The oral health category has a very medicinal feel. Traditional products in the category don't feel friendly or approachable.

1

56% of consumers globally are interested in & actively buying beauty and grooming products with natural claims

2

This segment experinced record-breaking growth from 2013-18. By 2025, segment is estimated to be valued at 25.1 million

3

Toiletry products with sustainability claims achieved greater dollar growth compared to the total category (13% vs 1%)

Insight

“Traditional oral care doesn’t have brand love, and in my opinion, it’s very pharmaceutical.

-Shaun Neff, Beach House Group Co-Founder

"Pharmaceutical"

In its appearance and composition

In addition to its generally unfriendly look, traditional oral health products often use unfamiliar, chemical-based ingredients. 

However, consumer expectations of the category have noticeably shifted, as evidenced by the findings below. 

Research

Natural claims are only half of the battle; the environmental impact of these products is also highly considered by their user. 

Strategy 

Reshape the oral health experience from brushing teeth to naturally beautifying smiles. 

 

Oral health consumers are past the rudimentary idea of "brushing their teeth."

They need to feel confident that their selections are not harming themselves or the earth. 

Strategy 

Reshape the oral health experience from brushing teeth to naturally beautifying smiles. 

 

Oral health consumers are not moved by the rudimentary idea of brushing their teeth.

They need to feel confident that their selections are not harming themselves or the earth. 

Colgate has already acted on this desire by creating Colgate Zero

but this offering can not truly be Zero while still creating environmental and product waste. 

Our Solution 

The Airless Pump

Benefits:

Less wasted product

No contamination

Longer shelf life

Fresher product 

Recyclable 

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The Redesign

The Container

The product's container was reimagined from a non-recyclable plastic tube to a recyclable, High-Density Polyethylene mechanism with an airless pump. 

Leon Brewington

Brand Manager