Colgate Palmolive Hong Kong oral beauty routine clinches win at the FMCG Asia Awards

Its products effectively complement each other for the ultimate oral beauty routine.

Colgate Palmolive Hong Kong strategically responded to a rising consumer demand for teeth whitening products, especially in the wake of a post-COVID beauty boom earning them the win at the recently concluded FMCG Asia Awards 2023.

Colgate effectively crafted a comprehensive 3-step oral beauty routine, setting itself apart from ordinary product-centric approaches.

Optic White revolutionises the market

The company’s Optic White product launch is not merely a toothpaste; it signifies a revolutionary approach to oral beauty. The introduction of advanced whitening technology devices complements the market-leading Optic White toothpaste, presenting a cosmetic approach that is unprecedented in the oral care category. By harnessing Colgate's best-known chemical solutions, previously exclusive to professional dental treatments, the brand empowers consumers to achieve professional-level whitening results in the comfort of their homes.

The oral beauty routine is designed to elevate the teeth whitening experience. Step 1 kicks off with the market-leading Optic White toothpaste, effectively removing surface and inner teeth stains, setting the stage for subsequent steps. Step 2 introduces innovative "Enzyme Whitening Strips," leveraging natural enzymes to gently dissolve teeth stains within three days, even for consumers with sensitive teeth. Finally, Step 3 unveils the "Flexlight" whitening kit, featuring cutting-edge LED technology embedded in a flexible tray to activate the whitening gel, delivering professional-level results akin to dental treatments at home.

To drive demand and introduce the product, Colgate went beyond traditional marketing approaches, organising pop-up stores, and collaborating with influencers and beauty Key Opinion Leaders (KOLs) to showcase real-life results and how they effortlessly include Colgate into their daily routine.

Through strategic collaborations, including influencers like J Lou and micro-influencers, Colgate aimed to demonstrate product effectiveness, fostering a sense of trust and reliability amongst consumers genuinely interested in oral care.

The impact of the Optic White product launch has been substantial. Optic White toothpaste solidified its leadership position in the whitening toothpaste category, gaining a remarkable +1.0pts market share in Health & Beauty segments. Colgate Palmolive Hong Kong successfully strengthened Optic White's market dominance, affirming its distant leadership in the competitive whitening toothpaste space.

Because of this, Colgate Palmolive Hong Kong secured the Product Launch of the Year - Hong Kong award, underscoring its commitment to innovation, consumer satisfaction, and a forward-looking approach to oral beauty. The Optic White range stands as a testament to the brand's ability to respond effectively to market trends, delivering products that elevate the consumer experience.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].