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“The first challenge in our brief was ‘Hey, guys, we need to get out of a plastic blister,’” says Senior Global Design Manager Jadalia Britto. “That led, of course, to a series of questions about the options. But our interest here is in the fiber-based packaging, which, in a category dominated almost exclusively by plastic blister-packs, is a profound departure. The concept of a more permanent and reusable handle made of aluminum is in itself a significant step toward putting less plastic into the solid waste stream. Colgate is launching both a starter kit, which has the aluminum handle with two brush heads, as well as a two-count refill pack sans handle. A new replacement head can be snapped on when bristles are worn.
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consumers this winter is Colgate Keep, a line of replaceable-head manual toothbrushes featuring an aluminum handle that’s designed to be long lasting for 80% less plastic waste. Shown here is the front of the starter kit and the back of the two-count refill pack. In a category where the plastic blisterpack is the dominant packaging format, the launch of Colgate Keep in a wet-fiber thermoformed package made of sugarcane and wood fiber was notable to say the least. Let’s start with toothbrushes, since Colgate sells about 3 billion of them every year, two-thirds of them made in-house. Colgate’s largest category, oral care represented 46% of the firm’s sales in 2019. Many of these are packages for oral care products, which should come as no surprise. The extent to which sustainability shapes all things packaging at Colgate is evident if we look at some of the packages recently introduced by the New York-based firm. “Underpin” is a bit of an understatement. When asked why things are organized this way, he has this to say: “We believe packaging innovation is the key to achieving Colgate’s purpose of reimagining a healthier future and that our sustainability strategy needs to underpin all aspects of our packaging strategy.” Instead, it has a Director of Global Packaging Innovation and Sustainability, the title held by Greg Corra. Somewhat atypically, however, the firm doesn’t have one director of packaging innovation and another of sustainability. Like most Consumer Packaged Goods companies, Colgate places a premium on both innovation and sustainability. With sales of nearly $16 billion, the company supplies products to more than 200 countries and territories and has 40+ manufacturing facilities worldwide, each with its own team of engineers. The formulas are too complicated and the delivery mechanisms too varied.”Ĭolgate-Palmolive is a global company that competes in the oral care, home care, personal care, and pet nutrition categories. “Too often in the past the practice was to make the formula and throw it over the wall to the packaging people, who, when they’d come up with a package, would toss it over to the design team for graphics.
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“It’s all about having the product formulators, the brand designers, the user experience people, and the packaging engineers and developers all in the same room at the same time and all developing against a common brief,” says Verduin. Noting that this organizational structure has only been in place for a few years, she says it’s really been powerful to have all three of these functional groups together. “These are the arms and legs of innovation, the people who are really doing innovation with their pencils and CAD drawings and knowledge,” says Verduin. A good example of a SIOC (Ships in Own Container), its packaging is entirely paperboard, including an inner tray made of 100% compostable PaperFoam.Working out of Colgate’s Piscataway, N.J., Global Technology Campus, Verduin oversees global R&D, Packaging, and Design. From Colgate to Tom’s of Maine to Fabuloso to Hill’s, the packaging has to deliver against the promise of our brands and our company purpose as a caring, innovative growth company reimagining a healthier future for all people, their pets, and our planet.”Ĭolgate’s Whitening Pen debuted in E-Commerce channels. More than ever before, it’s changing the way people engage with our brands. “But I think this is an age where packaging changes the way the world buys products, whether it’s making E-Commerce a great experience or it’s addressing the whole plastic waste issue. “It’s always been viewed as an applied engineering field, if you will,” Verduin continues in her assessment of packaging’s status. That simple and straightforward statement by Colgate-Palmolive’s Chief Technology Officer Patricia Verduin neatly sums up the views shared by all five of the Colgate executives I talked with recently in preparing this year’s View from the Top feature. “Packaging is a field whose day has come.”