Colgate’s latest electric toothbrush launching first on Shopee is ‘Tailored for Your Smile’

SINGAPORE, April 19, 2022: Colgate, the global leader in oral care, collaborates with Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, to launch their new electric toothbrush that is 'Tailored for Your Smile'. The electric toothbrush was developed based on the brand's research into category and cultural trends to create product innovations that suit the lifestyle of modern consumers. It is only available online and in five markets -- Singapore, Malaysia, Thailand, Vietnam and Philippines, and shoppers can look forward to special launch deals only on Colgate's official store on Shopee Mall.

With 10 speed intensity and 4 different cleaning modes - squeaky clean, sparkle, gum care and night spa - Colgate's new Electric Toothbrush allows users to personalize their brushing experience. From gentle gum care to sparkling deep clean, users will be able to find the brushing experience that is tailored just for them.

It also comes packed with smart features that provide real-time "coaching" for the best brushing experience, including its smart pressure sensor to remind users to apply less pressure when brushing their teeth, a quad pacer that pulses when it is time to change the brushing area, and a built-in timer of two minutes for optimal efficiency.

Yves Briantais, Vice President Marketing, Asia Pacific, Colgate-Palmolive said: "We are extremely happy and excited to launch Colgate's first smart electric toothbrush on Shopee to help people in Singapore noticeably improve their oral health. With a large and fast-growing base of digital consumers in this region, we decided to adopt a digital-first approach aimed at reaching and serving them with an engaging and tailored online shopping experience. We hope to encourage consumers to upgrade from their trusty manual toothbrushes to one that can bring them a personalised brushing experience."

Pavan Challa, Director, Regional Brand Partnerships, Shopee said, "In the past year, we are seeing more consumers shopping online for essential products, with 8 times more users shopping online at least once a month on Shopee Mall. We have been working with brands such as Colgate to expand our product variety to meet this increasing demand. With Oral Care as our fastest-growing subcategory, we are glad to be the exclusive e-commerce platform to bring Colgate's innovative smart electric toothbrush to our shoppers. We will continue partnering with brands to offer shoppers access to greater convenience, variety and value all-year-round through Shopee Mall."

Last year, Shopee and Colgate-Palmolive signed their first Memorandum of Understanding (MoU) to jointly drive e-commerce penetration for the Personal Care category on Shopee in the region. It marked a key milestone in deepening collaboration on multiple fronts to accelerate growth of Colgate-Palmolive's digital commerce business across Southeast Asia and Taiwan by more than 20x by 2025. Oral Care is the fastest-growing subcategory on Shopee, driven by increasing consumer demand for trusted brands and innovative products.

Starting this year, Colgate-Palmolive became a strategic partner under Shopee's Regional Champion Brands Programme[1], which will help to strengthen Colgate-Palmolive's online presence and deliver more of their innovative and high-quality products to millions of households through Shopee's extensive reach.

'Tailored For Your Smile' Super Brand Day on 22 April

Shoppers can tune in to Shopee Live on 20 April at 6pm to find out more about this campaign, oral care habits, and Colgate's Super Brand Day that will take place on Shopee on 22 April.

As part of Colgate's Super Brand Day, shoppers can anticipate exciting deals on Colgate's newest electric toothbrush ($149, U.P. $299.90), Super Brand Day-exclusive bundles, all-day $25 off vouchers, Slash & Snatch Deals of up to 60% off, and so much more. They will also receive a free Pristine Electronic Diffuser Bundle Gift Set worth $45.90 with a minimum spend of $78. Shoppers will also stand to win an OTO Galaxy Step worth $1,980 with every $45 spent on Colgate's official store on Shopee.