Colgate-Palmolive Company 2008 Annual Report

Colgate’s strong relationships with dental and veterinary professionals build credibility, endorsement and long-term brand loyalty for Colgate’s Oral Care and Pet Nutrition businesses.

To strengthen its relationships with dental professionals worldwide, Colgate follows a 10-point plan of guidelines that build scientific support and recommendation for Colgate products. The guidelines cover a range of sales, marketing and promotional activities such as sampling, participating in Oral Health Month, obtaining dental seals of approval and attending dental conventions to enhance the profession’s understanding of the science and research behind our products and technologies.

To further strengthen its partnership with the dental community, in 2009 Colgate developed a new global training program for the Company’s professional sales force (known as “detailers”) who visit dental offices. The program develops Colgate detailers to serve as oral care consultants who provide valuable scientific information to dental professionals. During the training, the detailers work closely with managers in marketing and scientific affairs to improve their ability to communicate the science behind Colgate products and increase professional endorsements.

Similarly, at Hill’s, veterinary practitioners are provided with ongoing professional education and support, and are invited to tour Hill’s state-of-the-art scientific research center, known as the Pet Nutrition Center, in Topeka, Kansas, to see firsthand the care and sophistication of the Hill’s product development process. Dentists participate in similar tours of the oral care portion of Colgate’s Global Technology Center in Piscataway, New Jersey.