fluoride into toothpastes. This new advanced
formula has been clinically proven to fight
bacteria build up in your mouth for up to 12
hours after brushing, even after meals and it
helps reduce gum problems, plaque, cavities,
tartar and even sensitivity.
MARKET
Today, Colgate-Palmolive is the Number One
seller of toothpaste and manual toothbrushes
– in short, a world leader in oral care products
(mouthwashes, toothpaste, and toothbrushes). It
also produces personal care items (deodorants,
shampoos, soaps) and household cleaners
(floor cleaners, laundry products, soaps).
Colgate sells its products in over 200
countries and territories around the world under
such international recognised brand names
as Colgate, Palmolive, Mennen, Protex, Ajax,
Axion, and Softlan.
RECENT DEVELOPMENTS
Colgate-Palmolive formed an alliance with
The Forsyth Institute to advance cuttingedge research in oral health and its effect on
overall systemic health. Forsyth, the world’s
leading independent organisation dedicated to
scientific research and education in oral health,
and Colgate are working together to expand
scientific, dental and medical knowledge for
long-term product development.
Colgate-Palmolive Company as part of
its strategy to focus on its higher-margin oral
and personal care businesses; purchased
Tom’s of Maine, the leader in the fast-growing
Naturals market in the United States. The United
States’ market for Natural oral and personal
care products is valued at USD 3 billion and is
growing at 15 percent per year.
ACHIEVEMENTS
At Colgate, its commitment to excellence plays
a significant role in its culture of caring. This
enables the company to create and sustain the
kind of workplace as it aims to become the Best
Place to Work. The company is proud that its
efforts are recognised around the globe.
The brand has received, over the years, a
plethora of awards and accolades such as Top
20 Companies for Leaders (Chief Executive
Magazine), 100 Best Companies to Work For
(Fortune Magazine), Global Most Admired
Companies (Fortune Magazine), Top 50
Employers (Equal Opportunity Publications), 100
Best Workplaces in Europe (The Financial Times),
and Best North American Company in the United
Kingdom (Investor Relations Magazine).
PROMOTION
HISTORY
Colgate-Palmolive’s history dates back to in
1806 and for the first 100 years, its business
focus was only in the United States. However,
in the early 1900s, the company began a very
aggressive expansion programme that led to the
establishment of Colgate operations throughout
the world. Today, Colgate-Palmolive is a USD
15.3 billion company.
PRODUCT
This year, Colgate introduced the new Colgate
360°® Surround, the latest in its cutting-edge
Colgate 360°® line of toothbrushes and the first
to be designed by a leading Austrian design
firm. Colgate 360°® Surround features a unique
head design that delivers “3X Bacterial Removal
Action” by removing bacteria in three targeted
ways, through unique 360°® Surround bristles
that simultaneously clean both sides of teeth,
a cheek and tongue
cleaner, and a unique
wraparound cleaner
that surrounds the
edge of the head.
In February, Colgate
also launched Colgate
Plax Ice; the latest variant in the international
brand’s alcohol-free Plax mouthwash line
that is clinically proven to provide up to 12
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hours of antibacterial protection without
the burning sensation usually associated
with mouthwashes. It also promises intense
freshness with the added burst of icy coolness.
Leading in innovation, Colgate developed the
breakthrough and unique Colgate Pro-Argin™
technology which provides instant and lasting
relief to hypersensitivity tooth sufferers. Colgate
Pro-Argin™ technology works by effectively
blocks the exposed dentin tubules that lead to
sensitive teeth. This technology was made available with its consumer product launch of Colgate
Sensitive Pro-Relief™ toothpaste, which provides
2x more effective relief versus other potassiumbased sensitive toothpaste. Colgate Sensitive
Pro-Relief™ is the first toothpaste clinically proven
to deliver instant and lasting sensitivity relief. It is
also the first sensitive toothpaste that was awarded the seal of approval by the Malaysian Dental
Association. Colgate Sensitive Pro-Relief™ has
revolutionised the way
millions of consumers treat and prevent
sensitivity pain.
Never to rest on
their laurels, Colgate
is to introduce an
improved formulation in its premium Colgate
Total™ toothpaste range, which is considered
the “next big thing” since the introduction of
Colgate’s commitment of caring to the
communities it operates in is demonstrated in the
brand’s long-term corporate social responsibility
campaigns every year. Colgate’s annual Oral
Health Month campaign is well into its eighth
consecutive year and provided education and
awareness on proper oral health practices while
facilitating free dental check-ups for the public
throughout the month of April. Themed ‘Our
Mission: Zero Cavities’, this year’s campaign
aimed to reach out to over 500,000 Malaysians
and through more than 700 participating dental
clinics nationwide.
Since its inception, Colgate’s ORAL HEALTH
MONTH has grown from strength to strength.
The number of participating clinics offering free
dental check-ups jumped from 300 in 2004 to
more than 700 in 2011. In 2010, Colgate ORAL
HEALTH MONTH marquees provided dental
check-ups for more than 33,000 public visitors –
up from 3,000 in 2004.
The annual “Mari Beramal Bersama Colgate”
charity campaign is held in conjunction with the
month of Ramadan, where a portion of proceeds
from the sale of Colgate Maximum Cavity
Protection or Colgate Kayu Sugi toothpastes is
allocated for distribution to selected orphanages
under the Social Welfare Department of Malaysia,
an arm of the Ministry of Women, Family and
Community Development. The campaign makes
it easy for consumers to give charitably in the
spirit of Ramadan through a purchase of a daily
necessity. Since 2008, Colgate has collected
a total of RM386,000 over three campaigns,
which has helped orphanages and charity
homes throughout the country.
In addition, Colgate-Palmolive continues to
lead the effort to promote better children’s oral
hygiene and dental care with its “Bright Smiles,
Bright Futures” programme. In Malaysia, this
programme has achieved 100% penetration of
public primary schools throughout the country,
giving every child in the public school service a
strong foundation for superior oral health.
“Bright Smiles, Bright Futures” reaches
children in schools through educational materials
and interactive activities, both for educators to
use in the classroom and for parents to use at
home. Since 1991, this programme has reached
more than 500 million children and their families
worldwide.
BRAND VALUES
Colgate’s three key fundamental values are:
Caring, Global Teamwork and Continuous
Improvement. These values are the foundation
for the company’s business strategy and are
reflected in every aspect of the work life.
Caring – The company cares about people;
Colgate people, customers, shareholders and
business partners. Colgate is committed to
act with compassion, integrity and honesty in
all situations, to listen with respect to others
and to value differences. The company is also
committed to protect the global environment
and to enhance the communities where Colgate
people live and work.
Global Teamwork – All Colgate people are
part of a global team, committed to working
together across countries. Only by sharing ideas,
technologies and talents, can the company
achieve and sustain profitable growth.
Continuous Improvement – Colgate is
committed to getting better every day in all it
does, as individuals and as teams. By better
understanding consumers’ and customers’
expectations, and continuously working to
innovate and improve products, services and
processes, Colgate will “become the best”.
Colgate’s Code of Conduct promotes
the highest ethical standards in all the
company’s business dealings. Colgate’s
Code of Conduct sets forth its principles for
working with each other, outside businesses,
consumers, governments, local communities
and shareholders. The Code serves as an
ever-present reminder of the company’s
responsibility to build relationships on integrity,
fairness and humanity. First issued in 1987, the
Colgate Code of Conduct is regularly updated
and reissued to ensure its comprehensiveness
and relevance.
www.colgate.com.my
THINGS YOU DIDN’T KNOW ABOUT
COLGATE
• In 2011, Colgate celebrated its 205th
anniversary.
• Colgate toothpaste was first marketed
in jars - a far cry from the collapsible
tubes or special pump action packaging
available today.
• In the early days, the bristles on a
toothbrush were often made of horse
hair. Today, bristles are usually made
from nylon as horsehair was found to be
too harsh.
• If anyone should ever think of brushing
teeth as a bit of a chore, consider the
poor ancient Egyptians who were forced
to clean their teeth with a mixture of
‘powdered ashes of hooves of oxen,
myrrh, powdered burned eggshells and
pumice’ due to the ‘obvious’ lack of
toothpaste.
M A L AY S I A’ S S T R O N G E S T B R A N D S
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