‘Our mission is to build a future with more reasons to smile’, says Colgate director

Few brands have such a solid track record in Folha Top of Mind’s Hygiene & Beauty categories as Colgate. The most remembered name in mouthwash in the last seven editions of the award and leader for 17 years in toothpaste, the American company today has the rare status of being synonymous in the country with the market area in which it operates, according to the Datafolha survey, regardless of age, region or social class.

The study data support this position. In the 2021 edition, 57% of spontaneous responses in the toothpaste category were directed to the brand, which still had its best performance among young people, being remembered by 69% of the younger age respondents. The area is quite competitive, by the way: only 4% of those interviewed last year were not able to point out a brand of the type.

With 95 years of existence, the company values ​​innovation. In addition to new products such as the Renew Anti-aging line, which helps consumers to combat the aging of the mouth, Colgate also keeps a close eye on the digital environment, in which it constantly learns about new buying behaviors.

All this is spearheaded by various sustainability initiatives adopted by the company. While already ensuring the “green” disposal of waste from its Brazilian factories, Colgate is currently working to make all its packaging recyclable by 2025 and zero carbon emissions by 2040.

“Sustainability is one of the company’s global pillars and part of our mission to design a healthier future for all people, their pets and our planet.” says Nelson Malta, Colgate’s marketing director in the country.

The executive comments on how the company has adapted to market changes in recent years, thus ensuring the status of a Top of Mind brand for more than a decade.

Colgate has won the Toothpaste Top of Mind consecutively for the last 17 editions. How do you assess the importance of winning the award on a recurring basis?
Nelson Malta – It is an important recognition that reflects the consistency of our work and our proximity to consumers. Our mission is to build a future with more reasons to smile. This means positioning the category as an essential part of people’s holistic health and well-being, always responding to consumer needs.

How does the company make itself synonymous with the product in the category?

We’ve been in Brazil for 95 years, always bringing people products that help in the search for better oral health. In addition, we combine our values ​​with the products in our portfolio, studying what the public really needs and what are the best consumer journeys and experiences they can live with Colgate. In parallel with our traditional expertise, we invest in research and innovation to present disruptive products. The Colgate Renew range, with an anti-aging ritual for the mouth, and Philips Colgate SonicPro electric toothbrushes are examples of this.

What were the main changes in the company and in the market over the last 32 years of the Datafolha survey?

We are always attentive to the needs and lifestyles of our consumers to deliver innovative, technological and high quality products. It’s not enough to just think about selling, it’s important to reflect our company’s values ​​in the products we sell. An example of this is the great commitment we have with the environment. By 2025, we will make all our packaging recyclable, reusable or compostable. In addition, we already share with the industry our technology developed for the manufacture of recyclable tubes. With this, we want to drive a global shift towards recyclable toothpaste tubes.

How are brand strategies impacted by Folha Top of Mind survey data?

The survey presents an important picture of the market in different categories and also brings highlights that reflect major societal issues. For us, especially in the marketing area, it is essential to know these results and follow the trends that Top of Mind helps to reveal.

Do Social Initiatives Matter in Colgate’s Strategies?

We work tirelessly to accelerate our actions to combat climate change and this is one of the pillars of our Sustainability Strategy for 2025. In 2022, Colgate-Palmolive was the first company in Brazil to achieve the “TRUE” zero waste certification in factory plants. Granted by Green Business Certification Inc, the document ensures that more than 90% of the waste produced at certified sites does not go to landfills, stimulating the circular economy. Also worthy of note is the “Sorriso Saudável, Futuro Brilhante” program, which is among the most successful child oral health initiatives in the world. In Brazil, it has existed since 1994 and has already reached millions of children with actions in partnership with dental professionals. , dental class entities, non-governmental organizations, communities and municipal, state and federal governments.

How does the company work on the issue of sustainability?

Sustainability is one of the company’s global pillars and part of our mission to design a healthier future for all people. We have several goals as a company, including achieving TRUE zero waste certification for 100% of our global operations, including our own factories, technology centers, offices and warehouses. We will also build 100% of our new manufacturing sites LEED certified, ensuring they are optimized for energy efficiency, water savings and minimized waste from day one. Our goals consider our operations, but also the positive impact on the communities where we are present.

What are the company’s goals?

We have global commitments such as eliminating a third of new plastics from our packaging and products by 2025, making 100% of our packaging recyclable, reusable or compostable by 2025, achieving zero carbon emissions in our operations by 2040, among many others. We believe we can help build a healthier and more sustainable future for all people.

What are Colgate’s next steps?

Keep improving our work, seeking true connections with the public, knowing and meeting their needs in the best possible way. Our image is just a reflection of what we are: a company passionate about taking care of people, committed to the environment and in search of a better future.