Colgate is taking aim at the oral care direct-to-consumer market with a new smart toothbrush called Hum.
New DTC product launches and e-commerce have become a bigger priority for legacy companies and CPG giants as people are doing more of their shopping online in the pandemic. Direct-to-consumer startups like Quip and SmileDirectClub have upended oral care in recent years with products like toothbrushes to retainers. Now, Colgate is taking aim at the market with a new smart toothbrush.
Like other smart toothbrushes, Hum has a digital app that people can use to track and get improvement tips on their brushing habits while racking up points that can be redeemed for Colgate products like brush heads. "It's about testing, learning, and optimizing so that we have the data to really understand what works for the consumer and use it to scale and make our broader efforts so much stronger," said Rekha Rao, VP and general manager of North America digital commerce at Colgate-Palmolive.
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