CO by Colgate - Oral Beauty

Connecting to a new generation by taking risks and trusting design. An internal innovation team at Colgate wanted to reframe Colgate, a 200 year old brand, through the lens of Gen Z. Oral care is essential, but it’s not really fun or sexy. It’s never been something people get excited about in the way that they would about beauty products. And yet our smiles are essential to confidence, feeling good, and feeling beautiful. They should be treated with that same sense of fun, same clear language, same dazzling design. CO.’s brand ethos approached oral care in an entirely new and innovative way—with design at the heart, from the start.



We created a self care inspired ‘whitening’ oral care regimen that stole the hearts of Gen Z beauty enthusiasts. Every detail was intentional on our packaging. A surprise color pop moment here! An empowering message there. (“Your smile is your superpower”) A fashion-inspired step-and-repeat embossing technique, paired with holographic foil and luminous iridescent paper that instinctively evokes a sparkling, bright smile before you even know what the product is.These elements combined to create a powerful new aesthetic of efficacy and beauty that shines on shelf. “The entire packaging experience welcomes you in. From the authentic language to a design that expresses dazzling, happy teeth -- a universal desire,” says Kayla Risch, Senior Innovation Design Manager, who led the creative direction for CO. packaging and branding, working in-house and in collaboration with United Dsn, a boutique studio.



By looking at oral care through an entirely fresh point of view, we created Smile-enhancing, best-in-class products that people would want to show off on instagram, would want to keep out on their counters, and not hide under their sink. Each product had to push boundaries, have a purpose, provide multiple benefits and above all, dazzle! We’re proud to say that CO. launched at Ulta Beauty on March 2021. CO. has earned over 30 million impressions since its launch. (Featured in Forbes, New Beauty, Adweek, Cosmopolitan, Allure, Beauty Matter, Beauty Packaging, Health, E! and Glamour just to name a few)