Colgate hits a nerve with Enamel Health

NEW YORK — Looking to help the 54% of consumers who are concerned about enamel, Colgate recently launched the new Colgate Enamel Health toothpaste and, judging by the results, the oral care brand has hit a nerve.

(Click here to view the full Category Review.)



“[Colgate Enamel Health] is off to a strong start, and our overall toothpaste share is up 1.4% in the three months after its launch as compared with the three months prior,” Bina Thompson, Colgate’s SVP of investor relations, told analysts during the fourth-quarter call in January.



The product, which launched in the second half of 2014, replenishes natural calcium and phosphate back into weakened enamel to fill in rough spots while, at the same time, polishes the tooth surface so it’s smoother and bacteria are less likely to stick. The new Colgate Enamel Health comes in two variants: Sensitivity Relief and Whitening.



According to Colgate, the enamel-strengthening segment is the fastest growing in the toothpaste category.