Colgate-Palmolive 2015 Annual Report

Engaging To Build Our Brands With Consumers

Stronger consumer engagement begins with better insights. We are obtaining deeper and more meaningful consumer insights and using them to strengthen product development, packaging and the communications we deliver through our integrated marketing campaigns. These innovative marketing programs deliver our brand messages using a combination of traditional media outlets, in-store communications and newer digital outlets, including social media.

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Hong Kong Watch Video
Colgate engaged consumers in Hong Kong to experience the benefits of Colgate Sensitive Pro-Relief toothpaste by providing product samples together with ice cream, a common trigger for tooth pain from sensitivity.
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United States Watch Video
In the United States, Tom’s of Maine oral and personal care products are winning with consumers in the fast-growing naturals segment with sales for the brand increasing over 14% in 2015.

Engaging To Build Our Brands With The Profession

Colgate is driving engagement and building our leadership with dental and veterinary professionals to strengthen their endorsement of our brands. Colgate helps educate dental and veterinary professionals about the science behind Colgate and Hill’s products by being deeply involved with academia, professional organizations and conventions, and with public health activities to improve oral health, pet health and good hygiene habits around the world.

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Brazil Watch Video
Globally, dental professionals use and recommend Colgate toothpaste more than twice the frequency of our nearest competitor. In Brazil, 65% of dental professionals recommend Colgate toothpaste.

Engaging To Build Our Brands With Our Customers

Colgate works closely with its retail partners to share expertise and provide shoppers with the best value and service. Colgate is engaging its customers worldwide by sharing unique shopper insights, providing innovative in-store marketing communications and merchandising techniques and developing and executing joint business planning initiatives. These activities ensure the right product assortment at each location and help to make shopping a consumer-friendly experience that drives increased sales for both Colgate and the retailer.

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South Africa
As more and more consumers make their purchase decisions while they shop, eye-catching in-store displays are increasing the visibility of Colgate’s products and driving growth for Colgate and its retail partners.

Innovation For Growth

At Colgate, developing innovative new products is a key driver of profitable growth. Colgate’s consumer innovation centers, in strategic locations throughout the world, are focused on developing insight-driven innovation that provides value-added new products across all price points. Beyond new products, innovation is embedded into the Company’s culture to encourage new ideas and process improvements throughout every aspect of the organization.

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Denmark Watch Video
The new Sanex Advanced line of shower gels, deodorants, hand creams and body lotions, developed with dermatologists, uses advanced technologies to address the specific needs of very dry and atopic-prone skin and skin with minor every day damages to keep skin healthy.

Effectiveness And Efficiency

Integral to Colgate’s global strategy is the ability to generate funds to invest in business growth. Through both established efficiency programs applied to all aspects of our business and ongoing identification of new ways to find savings, the Company constantly strives to improve its organizational capabilities and speed, while reducing costs.

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Central America Watch Video
Colgate is driving greater operational efficiency by clustering single-country subsidiaries into more effective regional hubs, where commercial teams work together to align on new product launches and go-to-market activities across the region.

Leading To Win

At Colgate, employees at all levels learn to take personal responsibility for being leaders, and they commit to conducting business with the highest integrity, incorporating Colgate’s values of Caring, Continuous Improvement and Global Teamwork into all business activities. Colgate also demonstrates leadership as a member of the global community. Through our sustainability efforts, we are ensuring that the business grows responsibly and benefits those we serve globally, while promoting the well-being of future generations.

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Hill’s Pet Nutrition Watch Video
Two Hill’s plants, in the Netherlands and the Czech Republic, were the first in the Colgate world to achieve zero manufacturing waste sent to landfills, an important sustainability milestone.