Introduction: Founded in 1806, Colgate Palmolive is the global FMCGgiant with 200 years of spectacular performance behind it. Its revenuein 2005 was around $1.5 billion dollars, with multiple brands indifferent sub-segments of FMCG

Business need: Colgate Palmolive wanted to increase the brand recallof Colgate toothpaste amongst the telephonic shoppers. From a survey,it found out that 68% of the kirana stores in India offered homedelivery as an option and 21% of the business of these kirana storeswas generated through home delivery.

Scenario: Since it is difficult to aggressively push a brand overphone in the form of sms, retailers normally deliver the customer whathe/she orders over phone. Colgate Palmolive wanted to create anincentive for retailer to push Colgate to tele-shoppers by using smsgateway. Also, it wanted to increase its brand recall among the tele-shoppers.

Mobile was chosen as a medium of communication to connect with thecustomer and run a loyalty program because of the high penetration ofmobile phones.

The mobile messaging solution which Colgate Palmolive was looking forwas supposed to meet these all requirements:-

• Secure information transfer and reliable enterprise gradeinfrastructure• Operator and handset independent• Easy integration with their existing CRM and scalable for future

requirements

Solution: After carefully analyzing the needs of Colgate Palmolive, itwas proposed a solution based on Web services platform. It was alsoproposed to develop a desktop based monitoring and admin tool for themarketing department of Colgate Palmolive.

• Web-services can be configured with short-code mobile messagingfor receiving dynamic responses through sms.• Web-services are also suited to the needs of the enterprises wheredata security is of high concern

A new line of professionally inspired daily toothpaste featuring clinically proven technology

Colgate-Palmolive, a world leader in oral care, proudly introduces Colgate® PROCLINICALTM - an exclusive, new line of professionally inspired daily toothpaste formulated with clinically proven technologies. Engineered by Colgate's scientists and dental professionals, Colgate® PROCLINICALTM empowers consumers to achieve their ultimate smile by brushing daily with professionally inspired formulas in the comfort of their own home.

"The launch of Colgate® PROCLINICAL marks a significant advancement in premium oral care," said Spencer Pingel, General Manager, U.S. Oral Care, Colgate-Palmolive. "Consumers, particularly women, continue to seek proven, professional-grade health and beauty solutions. New Colgate® PROCLINICALTM responds to this trend by

providing a new approach to daily oral care - providing targeted benefits for health and beauty seekers through powerful, clinically proven technologies."

Supported by years of research and development, the Colgate® PROCLINICALTM line provides customized oral care solutions and effectively fights cavities and helps remove plaque with regular brushing. The Colgate® PROCLINICALTM line includes three variants - Daily Whitening for removing surface stains, Daily Cleaning for polishing teeth and Daily Renewal for Enamel for fortifying enamel.

      Colgate® PROCLINICALTM Daily Whitening contains clinically proven whitening technology. The ProLuminexTM crystals - Colgate's highest level of high performance whitening silica - are whiten teeth by removing surface stains, while tartar-fighting ingredients work to keep stains from re-depositing on teeth. The clinically proven technology in the Daily Whitening formula has been shown to reduce surface stains after only a few weeks.

      Colgate® PROCLINICALTM Daily Cleaning is formulated with Prophy SilicaTM micro-buffers - an ingredient similar to what dentists use. The Prophy SilicaTM in combination with the high cleaning silica in the formula, gives a unique whole mouth clean feeling without a gritty feel, leaving teeth whiter and polished. Its dual phosphate system works to remove tartar and the formula fights cavities and helps remove plaque with regular brushing.

      Colgate® PROCLINICALTM Daily Renewal for Enamel is designed with a unique formula to strengthen tooth enamel by reinforcing weak spots, protecting teeth from food acids keeping them

strong and healthy. Containing a ProMineralsTM complex, comprised of the highest level of fluoride available in a daily toothpaste without a prescription, Daily Renewal for Enamel fights cavities and fortifies tooth enamel, while the great flavor leaves your gums feeling rejuvenated.

Access to Professional Expertise Everyday at Home

As a global leader in oral care, Colgate-Palmolive continues to deliver products that address consumers' diverse oral care needs. The launch of Colgate Total® - the brand most recommended by dental professionals wordwide - first extended Colgate-Palmolive's technology leadership. Now the introduction of Colgate® PROCLINICALTM combines Colgate's long standing leadership in the oral care category with a new offering designed to give consumers access to professional expertise at home.

"Colgate is committed to helping improve the oral health and well-being of consumers worldwide," said Dr. William Devizio, Vice President, Global Technology, Research and Development, Colgate-Palmolive. "Developing a professionally inspired line of daily toothpaste became a strong priority. To do so, we took a unique approach by establishing the PROCLINICALTM team. This team of highly specialized Colgate scientists and dental professionals applied their broad expertise in dentistry to develop Colgate® PROCLINICALTM - an exciting line of toothpaste formulated to deliver clinically proven benefits."

The line of Colgate® PROCLINICALTM toothpaste is currently available at mass retailers and grocery stores nationwide with a suggested retail price of $3.99 (Mass) and $4.49 (Food/Drug). For more information and to discover which Colgate® PROCLINICALTM

variant best suits your needs, please visit www.ColgateProClinical.com.

About Colgate-Palmolive CompanyColgate-Palmolive is a leading global consumer products company tightly focused on Oral Care, Personal Care, Household Surface Care, Fabric Care and Pet Nutrition. In the U.S., Colgate sells its quality products under such nationally recognized brand names as Colgate®, Palmolive®, Mennen®, Ajax®, Irish Spring®, Softsoap® Brand, Murphy® Oil Soap, and Ultra Brite® , as well as Hill's® Science Diet® and Hill's® Prescription Diet® pet foods. For more information about Colgate-Palmolive and its products.

History of ToothbrushesToothbrushing tools date back to 3500-3000 BC when the Babylonians and the Egyptians made a brush by fraying the end of a twig. Tombs of the ancient Egyptians have been found containing toothsticks alongside their owners. Around 1600BC, the Chinese developed "chewing sticks" which were made from aromatic tree twigs to freshen breath.

The Chinese are believed to have invented the first natural bristle toothbrush made from the bristles from pigs' necks in the 15th century, with the bristles attached to a bone or bamboo handle. When it was brought from China to Europe, this design was adapted and often used softer horsehairs which many Europeans preferred. Other designs in Europe used feathers.

The first toothbrush of a more modern design was made by William Addis in England around 1780 – the handle was carved from cattle bone and the brush portion was still made from swine bristles. In 1844, the first 3-row bristle brush was designed. 

Natural bristles were the only source of bristles until Du Pont invented nylon. The invention of nylon started the development of the truly modern toothbrush in 1938, and by the 1950s softer nylon

bristles were being made, as people preferred these. The first electric toothbrush was made in 1939 and the first electric toothbrush in the US was the Broxodent in 1960.

Today, both manual and electric toothbrushes come in many shapes and sizes and are typically made of plastic molded handles and nylon bristles. The most recent toothbrush models include handles that are straight, angled, curved, and contoured with grips and soft rubber areas to make them easier to hold and use. Toothbrush bristles are usually synthetic and range from very soft to soft in texture, although harder bristle versions are available. Toothbrush heads range from very small for young children to larger sizes for older children and adults and come in a variety of shapes such as rectangular, oblong, oval and almost round. 

The basic fundamentals have not changed since the times of the Egyptians and Babylonians – a handle to grip, and a bristle-like feature with which to clean the teeth. Over its long history, the toothbrush has evolved to become a scientifically designed tool using modern ergonomic designs and safe and hygienic materials that benefit us all.

History of ToothpastesEgyptians are believed to have started using a paste to clean their teeth around 5000BC, before toothbrushes were invented. Ancient Greeks and Romans are known to have used toothpastes, and people in China and India first used toothpaste around 500BC.

Ancient toothpastes were used to treat some of the same concerns that we have today – keeping teeth and gums clean, whitening teeth and freshening breath. The ingredients of ancient toothpastes were however very different and varied. Ingredients used included a powder of ox hooves' ashes and burnt eggshells, that was combined with pumice. The Greeks and Romans favored more abrasiveness and their toothpaste ingredients included crushed bones and oyster shells. The Romans added more flavoring to help with bad breath, as well as

powdered charcoal and bark. The Chinese used a wide variety of substances in toothpastes over time that have included ginseng, herbal mints and salt.

The development of toothpastes in more modern times started in the 1800s. Early versions contained soap and in the 1850s chalk was included. Betel nut was included in toothpaste in England in the 1800s, and in the 1860s a home encyclopedia described a home-made toothpaste that used ground charcoal.

Prior to the 1850s, 'toothpastes' were usually powders. During the 1850s, a new toothpaste in a jar called a Crème Dentifrice was developed and in 1873 Colgate started the mass production of  toothpaste in jars. Colgate introduced its toothpaste in a tube similar to modern-day toothpaste tubes in the 1890s.

Until after 1945, toothpastes contained soap. After that time, soap was replaced by other ingredients to make the paste into a smooth paste or emulsion - such as sodium lauryl sulphate, a common ingredient in present-day toothpaste.

In the second half of the twentieth century modern toothpastes were developed to help prevent or treat specific diseases and conditions such as tooth sensitivity. Fluoride toothpastes to help prevent decay were introduced in 1914. Toothpastes with very low abrasiveness were also developed and helped prevent the problems caused by overzealous brushing.

The most recent advances in toothpastes have included the development of whitening toothpastes,   and toothpaste containing Triclosan which provides extra protection against caries, gum disease, plaque, calculus and bad breath.

Toothpastes today typically contain fluoride, coloring, flavoring, sweetener, as well as ingredients that make the toothpaste a smooth paste, foam and stay moist. Individual toothpastes also may contain special ingredients, such as triclosan in Colgate Total. Toothpaste in tubes is used throughout the world and has been a very successful invention.

Objectives:

1) To check the awareness about Colgate toothpaste .2) To know what people think while selecting brand of toothpaste?

Toothpaste Reviews and Buying Guide:

To determine just which brands of toothpaste were the best, Consumer Reports did a study back in 1998 with 38 of the best selling toothpaste products on the market. 30 of those toothpastes were rated "excellent" which tells you most people will probably be fine with any brand they choose. Fluoride is included in almost all toothpaste sold in the United States and definitely has helped cut back on tooth decay. Toothpastes contain pretty much the same ingredients with different levels of fluoride and ingredients to control inflamed gums or tooth sensitivity. The tooth whitening effects of toothpastes is still under the microscope and will be discussed below. There is really only so many ways to market toothpaste and we hear all the time that you will "get a brighter smile" or "have whiter teeth", but most of those claims go unproven when an independent review company steps in to see what consumers really think. I personally treat toothpaste like I do my shampoo - I switch the brand I use each time I buy a new one. That way I'm assured of giving my teeth a variety of toothpaste products that claim to do "good things" for my teeth. 

Whitening Toothpaste:Here's the lowdown on toothpastes that claim to get your teeth "whiter". The FDA provides no guidelines for ingredients that are related to cosmetic components (that's what whitening agents are in toothpaste). When a toothpaste manufacturer says "whitens teeth", "cleans teeth" or "freshens breath" none of these claims are ever looked into by the FDA. Most the whitening toothpaste

contain zero active ingredients that will chemically bleach (or whiten) your teeth. Consumer Reports says they don't work and that seeing your dentist to have your teeth bleached is the way to go if you have discoloration. Some of the best selling whitening toothpastes are Aquafresh Extra Fresh Whitening, Mentadent Replenishing White Toothpaste ($4), Opalescence Whitening Toothpaste ($12/ 4.7oz), Plus white Whitening Toothpaste, Oral-B Rembrandt Whitening Toothpaste, and Pepsodent Whitening Toothpaste with Baking Soda. Consumers mention that the whitening strips work much better than toothpaste that claim they will whiten your teeth.RECOMMENDED - One brand that stood out to us was Rembrandt Premium Whitening Mint Toothpaste - it is considered a whitening toothpaste but owners also say it helps immensely with canker sores.

Toothpaste for Sensitive Teeth:Toothpastes with desensitizing agents are specifically produced for people with sensitive teeth. These toothpastes tend to be the priciest on the market for almost half the amount you get with other regular brands. The most popular brand is Sensodyne Toothpaste for Sensitive Teeth  - the "active ingredient" which supposedly helps reduce teeth sensitivity is potassium nitrate. Sensodyne toothpaste is only for people 12 and over. In major studies on tooth sensitivity, no conclusions have been drawn as to if potassium nitrate works in the long run. I guess us consumers have no choice but to try products and see which ones work best for us. Other sensitive toothpaste products are Arm & Hammer Advance White for Sensitive Teeth, Crest Pro Health Toothpaste, Crest Sensitivity Protection Toothpaste, Rembrandt Sensitive Teeth toothpaste, and Tom's Toothpaste of Maine which is a natural choice for people with sensitive teeth. Again,

toothpaste designed for sensitive teeth is definitely more expensive than traditional toothpastes.

We found the most authoritative toothpaste recommendations at

Consumer Reports, where editors test 41 toothpastes for stain

removal, abrasiveness and fluoride content. Choice.com.au, the

Australian equivalent to Consumer Reports, compares toothpastes

only for their whitening ability. Much more informal comparison

reviews at Grist and Slate magazines evaluate toothpastes mostly for

taste, texture and the way the mouth feels after brushing - as do most

consumer-written reviews published at sites such as Drugstore.com

and Amazon.com. We also found good information from dentists who

post articles and recommendations to blogs and oral-health websites.

Reading toothpaste reviews quickly reveals that consumers and

dentists seem to have different priorities when choosing toothpaste.

Most people look for good flavor, thickness (neither too runny nor too

hard) and pleasant texture. People also want the mouth to feel clean

after brushing, with sweet breath, and for teeth to look not only

unstained, but as white as possible.

Dentists, on the other hand, say the best toothpaste is the one that

protects teeth from cavities, softened enamel and plaque. If not

removed at least every 24 hours, plaque hardens into tartar, which

builds up and makes teeth and gums even more susceptible to decay

- resulting in a negative cycle that can cause first gingivitis, then

serious periodontal disease. In turn, quite a few experts believe that

periodontal disease may cause systemic problems, including heart

problems.

Where dentists and consumers do agree is that the best toothpaste

should do no harm. We found quite a few complaints from sufferers

with sensitive teeth, canker sores or problems with the soft tissues of

the mouth. Just because a toothpaste prevents cavities does not

mean it won't irritate your teeth, gums or the lining of your

mouth. Crest Pro-Health toothpaste (*Est. $5/7.8 oz.), designed to

control tartar, gets an especially high number of complaints from

users. Some complain that the stannous fluoride stains their teeth,

while others are sensitive to its tartar-control ingredient, sodium

hexametaphosphate.

Quite a few dentists recommend avoiding tartar-control toothpastes

since they can contribute to oral problems. In most mouths, tartar only

builds up if plaque is left on the teeth for 24 hours or longer, so as long

as you brush often enough with a fluoride toothpaste to control plaque,

tartar should not accumulate.

Dentists and comparison reviews are skeptical of toothpastes that

claim to whiten teeth. Furthermore, oral-health experts say that

"whitening" toothpastes don't do anything extra for dental health, and

most don't remove stains any better than regular fluoride toothpastes.

Experts insist that no toothpaste can change the color of your teeth --

they can only work to remove stains so that your natural tooth color

shows through. Neither the Food and Drug Administration (FDA) nor

the American Dental Association (ADA) defines what "whitening"

means, so any manufacturer can use the term on product labels. The

only way to substantially whiten teeth is to see your dentist and

receive a professional whitening treatment or try an over-the-counter

whitening kit. (We have a separate report on teeth whitening.)

Xylitol is the latest toothpaste ingredient that's attracting scrutiny.

Clinical studies confirm that this natural sugar aids in preventing

cavities and gingivitis, rather than feeding harmful bacteria the way

most sugars do. Studies show that xylitol plus fluoride is an especially

beneficial combination.

However, most experts say that any toothpaste that contains fluoride

is effective when used often and well enough. Although water

fluoridation is still somewhat controversial, fluoride in toothpaste is

considered not only safe, but essential. We discovered several

sources that tell consumers that any toothpaste will do as long as it

contains fluoride, especially if it has the ADA seal of approval.

With all of kids’ bedtime rituals competing for our

evening, embarrassingly tooth brushing can get lost

in the shuffle. Picking up a new toothbrush is a great

way to get the kids excited about this healthy

routine.

Excellent timing since the folks at Colgate Kids Oral

Care just shared some toothbrushes and toothpaste

with us.  The “My First Colgate Infant & Toddler

Toothpaste” with no artificial colors or preservatives

is perfect for my two year old. Since he still loves to

swallow his toothpaste the low foaming, fluoride free

formula of this product is great. And “My First

Colgate Toothbrush” in green with a train picture

has gotten some serious use. I like the small size

and extra soft bristles that gently clean his teeth but

don’t hurt his gums.

My three year old has graduated to spitting so the

“Colgate Sponge Bob Anti-Cavity Fluoride

Toothpaste” is her product of choice. She is a fan of

the mild Bubble Fruit flavor. She is so excited about

practicing her new spitting technique so I may be

headed out to the shop to refill our supply soon. At

$2.79 a tube I think it’s a worthy investment.

Colgate has an entire line of kids, tween and teen

oral care products including battery powered

toothbrushes and toothpastes from Dora the

Explorer and Bakugan, Pop Star toothpastes and 2-

and-1 toothpaste and mouthwash in funky flavors

like watermelon and strawberry to get your young

ones excited about dental care. Colgate products

can be purchased in most supermarkets, drug or big

box stores.

- That’s IT Mommy, Jill

* We did not receive monetary compensation. We

did receive the above mentioned Colgate products

to facilitate this review.  This will in no way sway our

opinion of the product or service. The review is in

our own words and is our opinion. Your results and

opinions may differ