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Colgate Direct-To-Consumer Sales Piloted With Tooth-Whitener In US

 
• By Eileen Francis

Colgate test markets its first direct-to-consumer retail program with a tooth-whitening product available by subscription sales, says incoming CEO Noel Wallace. Program not expected to be “huge-scale opportunity” but to help accelerate innovation and better understand consumers.

Colgate Sign

Colgate-Palmolive Co.'s entry into direct-to-consumer sales with a pilot program offering a tooth-whitening product sold through subscription sales in the US was announced by the firm's soon-to-be CEO in his first presentation since his appointment.

Colgate Chief Operating Officer Noel Wallace, in a presentation at the Consumer Analyst Group of New York conference on Feb. 22, also noted the firm will continue supporting its reformulated...

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