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Colgate – History, Brand Value and Brand Strategies

One of the market giants in the contemporary world markets, Colgate-Palmolive has established itself as a household name. 

Colgate-Palmolive is a 200-year-old American consumer products brand which has been ranked as one of the best brands in the world. It Is based out of New York, USA.

Colgate -Palmolive is a leading maker in the consumer products and oral hygiene industry. It is one of the leaders in global household products and has dominated the market shares in those segments.


Colgate Brand History

The Colgate story started in 1806 when William Colgate began a soap and candle business in New York City, USA. During the 1840s, the firm started selling singular cakes of cleanser in uniform loads.

In 1872, Samuel Colgate the child of William presented Cashmere Bouquet, a perfumed cleanser. In 1873, the firm presented its first toothpaste, a fragrant toothpaste sold in containers.



In 1898, the brand Palmolive was established when the B.J. Johnson Soap Co. built up a hand cleanser recipe comprising of palm and olive oils. 

The cleanser turned out to be so famous in a short measure of time that B.J. Johnson Soap Organization changes its name to Palmolive. Palmolive, which contained both palm and olive oils, was the world’s top of the line cleanser. 

A Missouri-based cleanser maker known as Peet Brothers collaborated with Palmolive to become Palmolive-Peet. 


In 1928, Palmolive-Peet purchased the Colgate brand to make the Colgate-Palmolive-Peet Organization. Peet was removed from the name and only the rest part was kept as the name of the brand. 

In 1966, Palmolive fluid cleanser hits the retail stores and turns into the new standard in dishwashing cleanser. 


In 1991 Colgate procured Murphy Oil Cleanser the main wood cleaner in the U.S. Colgate’s brands include: Ajax, Fabuloso, Palmolive, Softsoap, Murphy’s Oil Cleanser and others.



Colgate Brand Value

In 1911, Colgate presented its first tooth bruising hygiene campaign by circulating nearly 2 million tubes of toothpaste and toothbrushes to schools for oral wellbeing. 

To spread the message of cleanliness around the world and mostly in the developing countries, Colgate first targeted the Indian subcontinent. They joined hands with IDA and started the mission.

This program has effectively targeted nearly 162 million students between the age of 6-14 years across 4,11,000 schools in urban and provincial India the nation over since its inception. 

This has helped Coalgate build a concrete relationship with the consumers and have gradually gained their trust and loyalty. These two things are the greatest achievements for any FMCG brands.

The brand Colgate has been ranked at number one in the Indian subcontinent and based on this ranking, Colgate has gained a massive following after this achievement.

By fixing the 2007 release of the Brand Value Study of India’s Most Confided in Brands, Colgate has made it multiple times in succession. 

As per reports published in 2020, the net worth of Colgate-Palmolive is around $ 61 billion. Around 35,000 employees work under the umbrella of Colgate-Palmolive and it has also successfully generated jobs in the process.


Colgate Brand Strategy

1 . The product marketing strategy

Colgate Palmolive has come up with a great variety of items in the market. Under Colgate Palmolive organization, Colgate brand has different oral hygiene items under it while some items are sold under brand Palmolive. 

Colgate has toothpastes, toothbrushes and mouthwashes in addition toothpowders and children items pointed predominantly for kids individually. 

Their product advantages go from brightening, oral hygiene, breathe freshness to germ care. Their products are either gel based or glue based. The fundamental elements of the toothpastes are fluoride and calcium that helps in cleaning the plaque, providing gum care and making teeth more grounded. 

The Colgate toothbrush additionally comes in different variations and are marketed for adults and kids separately. The primary items marketed under the brand Palmolive are shower gel, liquid hand wash, haircare and bar soaps.


2 . Distributing strategy

Colgate Palmolive has a strong distribution framework. They targeted the remote areas of the country as well. Its oral hygiene items are not just present in general stores and supermarkets but at the same time are accessible in small retail shops in remote provincial areas. 

Wide accessibility of its item is one of the explanations that is answerable for keeping up its situation among the most confided in brand. 

Colgate Palmolive distributes products to its buyers through various medical stores, retail stores and through the dentists as well. Colgate Palmolive items consume an immense rack space and are placed in such a manner that the customers will choose its products out of the entire lot.

Colgate Palmolive follows a serious evaluating strategy for its distribution system. Colgate Palmolive items are evaluated at a comparable range or somewhat higher range regarding its rivals. 


3 . The pricing Strategy

Colgate charges premium cost for its FMCG items as it is focused at a specialty classification. Colgate Palmolive focus on all segments of society by giving items at all value ranges. A more significant expense is supported by an additional fixings that gives additional advantages to purchasers. 

The items are accessible in different SKUs with the goal that it can take into account a more extensive base. Their product pack sizes ranges from 50g to 500g. 

Colgate likewise packages its toothpastes with toothbrushes to make the offers look appealing to purchasers. You will find various offers round the year and those offers actually help the consumers to make the purchases.


4 . Marketing strategy

Colgate Palmolive markets their products to targeted customers through different channels. The brand is publicized through different TVC, announcements and hoardings. It is done through print media by different ads in papers and magazines. 

Colgate Palmolive is additionally gaining attention through internet advertising campaigns done through Facebook and YouTube. 

The brand Colgate positions its items as the one that are suggested by dental specialists. It has assembled its advertising campaigns on the fact that their products are being suggested by dentists.

The brand Colgate Palmolive likewise promotes its items through different big name supports. It has increased an immense customer base by propelling innovative promotional campaigns that pulls in customers as well as instructs them.


5 . Digital marketing strategy

Colgate has come up with several digital marketing strategies to promote their brand. This has proved to be very efficient and successful in advertising their brand and their products.

Colgate-Palmolive joined hands with brand Apple and built up an intriguing application for iPhone clients called the Colgate Max White™ Photo Recharger. This application is utilized to brighten grins in photos. 

Colgate-Palmolive additionally stretches out incredible help to ladies and children. It sponsored the Colgate Women’s Games, the biggest US beginner sports event for young women in the country.

With the assistance of this program, Colgate helps in highlighting the achievements and hurdles faced by the women in the nation. Colgate also came up with a program which has helped around 800 million kids in nearly 80 nations to give free dental screenings and suggestions.



Colgate has come a long way since its inception and has penetrated the markets of nearly 200 countries in the world. It has successfully built customers trust and loyalty towards its brand and continues to be one of the leaders in oral health and hygiene.

In spite of the rivals in the market and the tough competition it faces from its rivals, Colgate Palmolive has set up a standard in its domain and has concreted its survival strategy in the global market.

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