Colgate Goes Digital in Asian Markets

Colgate launch a new electric toothbrush in the east Asian Markets

Oral care company Colgate-Palmolive launched its new electric toothbrush online to selected Asia-Pacific markets this week in an attempt to enter markets where online spending on oral care is high, but sales of electrical oral appliances are low.

The new electric toothbrush was launched exclusively on the Southeast Asian eRetail platform Shopee Mall, for consumers in Malaysia, Singapore, Thailand, Vietnam and The Philippines. The new Colgate device has the tagline 'Tailored for Your smile' and allows users to customise their brushing experience with different vibration intensity, cleaning modes, a smart timer and a pressure sensor.

Among the five chosen markets, Vietnam has the highest level of spending on oral hygiene products with 49 percent of consumers reporting quite/very high spending. Thailand follows with 45 percent and then The Philippines with 38 percent.

Consumer spending on Oral Hygiene products in South East Asia

“Colgate-Palmolive’s electric toothbrush can address the needs of the tech-savvy and convenience-driven APAC youth who are increasingly shopping online for oral care products. Through the new offering, the company aims to grab the early bird advantage and tap the potential of the APAC market, where the penetration of oral care electric appliances is very low.” Said Bobby Verghese, Consumer Analyst at GlobalData