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Companies & industry

Colgate expands its portfolio with the acquisition of a Swiss brand and an all-natural toothpaste

Elmex tackles tooth decay and Natural Extracts supports reforestation efforts in the Atlantic Rainforest.

A recent study by Kantar Worldpanel revealed that Colgate-Palmolive is the fifth largest player in the Brazilian personal care, perfumery and cosmetics sector, being found in 90% of all homes across the country. Colgate-Palmolive – an American multinational company - is the leading brand in oral care in Brazil. It has been investing heavily in innovation and in the development of new products in order to remain the top brand in the market.

Colgate Natural Extratcs Citrus & eucalyptus

Colgate Natural Extratcs Citrus & eucalyptus

Available in drugstores all over the country since September, products from the Swiss brand Elmex have existed in European markets for over 55 years. The brand was owned by the BAGA group and was acquired by Colgate-Palmolive in 2004.

Elmex’s portfolio consists of toothpastes, toothbrushes, dental floss and mouthwashes that seek to prevent the development of cavities (the second most common malady in the world, right behind colds, according to the World Health Organization) and tackle premature tooth decay. Data published by Colgate-Palmolive shows that issues that used to be common only among people over 70 years old are now seen in about 30% of the population in the 25-30 age range.

The main cause of premature damage to teeth enamel is the significant change in eating habits observed recently, with diets now commonly including, for instance, excessive amounts of sugar- and acid-rich processed foods, alcoholic beverages and energy drinks.

Another novelty that will be part of the company’s portfolio in Brazil is Colgate Natural Extracts. This product line, which is already available elsewhere in the world and was created using all-natural ingredients, will have two versions available in drugstores and supermarkets across Brazil - Citrus & eucalyptus, for teeth strengthening, and Coconut & Ginger, which help eliminate bacteria that cause problems such as halitosis.

With this launch, Colgate-Palmolive also announced its support for the Florestas do Futuro (Forests of the Future) project, of the Fundação SOS Mata Atlântica (SOS Atlantic Rainforest Foundation). The company has committed itself to planting 15,000 trees to help restore this ecosystem, where only 12.4% of its original area still exists.

Renata Martins

Portfolio

© 2018 - Brazil Beauty News - www.brazilbeautynews.com

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