Success Story Of Colgate, One Of The Bestselling Toothpaste Brand


Success Story Of Colgate, One Of The Bestselling Toothpaste Brand

"It cleans your breath while it cleans your teeth", can you guess whose slogan is this. If you have guessed correct then today I'm going to tell you the success story of one of the best selling toothpaste brands of India i. e. Colgate. It's popularity can be measured by thousands of situations where the term toothpaste is replaced by Colgate in India. Do you know, this brand came into being almost 210 years ago, introduced by Williams Colgate. And initially, this company used to produce soaps, not toothpaste that too in jars and not tubes. So now, let's get back to the beginning of the story. 

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The founder of Colgate, Willam Colgate was born on 25 Jan 1783 in England. His father was a farmer. 

But later, they shifted to Maryland in the US where his father along with a friend began to make candles and soaps. Unfortunately, after two years they had to close this business after falling into a big loss. This brought their economic conditions to depression. 

William, aged 16 then, decided to leave home and get some work. He left home and began to get engaged in small works. In 1804, he reached New York and got into a Soap factory. 

By then, he had decided that he'd run the same business. So he learned techniques and methods of business being in the factory. 

After working there for 2 years, he had known where lied the mistakes and what were the causes of loss. 

In 1806, in a small house, he started his own business of soaps. Initially, his business had good sales and profits. Soon his rent room converted into a well-planned house with a small factory.

Unfortunately, meanwhile he got heart strokes and his health started to deteriorate. For several years, he couldn't focus on the business. As a result, the business bore losses. 

But once he was back to work, he doubled the sales and profits of the business. He was a believer of donations. So he donated much of his income. 


Gradually with growing income, he reached donating 50% of his income. On 25 March 1857, he breathed his last. 

After him, his three sons handled the business. They took it forward in terms of oral hygiene. 

They introduced the Colgate toothpaste jar. With time and development in packaging, it became available in tubes.

Today, thousands of people work in this company. It started working with Palmolive company and made perfumes as well. 

So overall, the moral behind this story is that never give up even in the worst situations. And do believe in helping others.

Hope you're inspired.

Do You Want To Know The Full History Of Colgate?

We have updated this post. So let's start.

Colgate was discovered in 1806 by a man named William Colgate. At the time, his main goal was to produce starch, soap, and candles. It all started at his small store in New York City. 
history of colgate
Image Credit - Google | PRNewswire


About 1820 when Colgate's products began to expand, his main products at the time were soap and starch. In 1857 when William Coalgate passed away, his store became Colgate and Company. 

During this time Samuel Colgate ran his own business and added many products to the company such as perfume and perfumed soap (Pederson, 2005). 

Colgate eventually produced toothpaste in a pot in 1873. After 23 years of producing their toothpaste, they introduced their own toothpaste as Colgate Ribbon Dental Care (Pederson, 2005). 

During this time they have partnered with many other companies and produced many different products to add to their companies. As they grew older they moved their world headquarters to Jersey City in 1910 (Pederson, 2005). 

Colgate and the Company wanted to grow their products globally instead of just the United States. In the early 1920s they expanded the world with their products very quickly had a positive effect and worked with many different companies around the world to increase their success rate (Pederson, 2005). 

In the early 1980s Colgate made great strides with their toothpaste. Researchers found products that they would add to their toothpaste to prevent cavities, bad breath, white tooth effects, and bleeding gums (Pederson, 2005). 

The new toothbrush they named Total was a huge success and made good sales around the world. 

This product has been a great success worldwide but was held in the United States for further consideration in the presence of harmful chemicals that may be present in toothpaste (Pederson, 2005). 

colgate history


It was seen in the United States on an average of 5 years and finally in December 1997 it was made on the shelves of many stores around the United States (Pederson, 2005). 

This has been a huge success for them and Colgate did not expect to become a leader in the U.S. dental market. 

With this positive feedback from their product, they expected to make their toothbrush product much better and more reliable. 

As the number one company with the leading toothbrush, Colgate continued to expand their toothpaste and came out with the first white toothpicks and made battery-powered toothbrushes (Pederson, 2005).

Colgate and Company have many goals and many different products for different ages. 

Colgate offers a complete product line including children's products that help grow their targeted market (“Procter & gamble:” 2007). Colgate's audience identified men and women aged 18-34 who are now married with children, aged six or younger. Colgate has so many products that it is difficult to identify a single target. 

The target consumer Colgate falls under is a “small crowded family” living in a mixed urban community (“Procter & gamble:” 2007). Colgate is sold in almost every store, supermarket, pharmacy and affiliate store. Most of Colgate's advertising products are based on television commercials ("Procter & gamble:" 2007). 

Other advertisements include advertisements for magazines, radio, advertisements placed in dentist's offices, billboards, and side buses. With Colgate's success, it has been voted "Most Reliable Product" in the country for many years ("Procter & gamble:" 2007). 

With a large margin of their target market, they have many competitors around the world who are trying to improve and keep up with their products as well. 

The top three competitors of Colgate and Company will be Clorox Company, The Procter and Gamble Company, and Church and Dwight co (“Competition of Colgate-palmolive company,” 2012). 

Near Colgate, the three companies are also well-known. They not only want to improve their products but also to cancel Colgate and Company (“Colgate-palmolive competition,” 2012).

All products have the opportunity for one top competition. Colgate's main competitors are the Procter and Gamble Company. 

Procter introduced Crest Pro-Health which says it carries with one tube everything a consumer wants from a toothbrush. Pro-Health is a direct challenge to Colgate Total. 

Colgate was the first toothbrush to fight gingivitis, a benefit that allowed Colgate before Crest for the first time in decades ("Procter & gamble:" 2007). 

Procter now claims that Pro-Health is the only toothpaste that protects against gingivitis, pores, sensitivity and spots. 

As these two brands struggle to have the best product, it all depends on who can advertise and put their name on the top. For example, ads from Crest Pro-Health include real people who have tried and liked the product. 

Instead of focusing on science, Colgate uses glamor and emotion to advertise its antiseptic ("Procter & gamble:" 2007). The Pro-Health theme is "Healthy, a beautiful smile for life." Crest Pro-Health ranks sixth among the best-selling dental products in the United States with sales of $ 13.7 million (“Procter & gamble:” 2007).

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