Growing Up Colgate By Trisha O’Hehir, RDH, BS
Editorial Director, Hygienetown Magazine

Did you grow up in a Colgate^® family or a Crest^® family? Growing up in the 1950s, the two big choices for toothpaste were Crest and Colgate, and just like religion, families belonged with one or the other. I grew up in a Crest family, while my friend across the street, Bonnie Peterson, grew up in a Colgate family. My first taste of Colgate came when I stayed overnight at Bonnie’s. It was almost like growing up Catholic and visiting a Protestant church. After my first taste of Colgate, I remember asking my mom if we could get that toothpaste. You would think I was asking to change religions! Although unwritten, these toothpaste rules were hard and fast. There just wasn’t any reason to change. What you had as a child, you used as an adult.

Those rules no longer apply, so what changed? In the mid-1980s, Checkup Toothpaste introduced the pump dispenser. For the first time, consumers bought and tried new toothpaste, not because of the toothpaste itself, but because it came in a pump and not the traditional tube. Making the first test purchase away from the family toothpaste opened consumers up to trying other toothpastes. The industry responded with new choices every year! The Crest-verses-Colgate family toothpaste days are behind us. Toothpaste has evolved from a single brand and choice from each company to those same brands with a multitude of various remedies and options; i.e. whitening, tartar control, baking soda, as well as the choice of paste or gel, etc.

Despite the growth in the toothpaste industry, there are still only a few big players. It might surprise you to learn that the largest toothpaste company in the United States and the world, based on market share, is Colgate.

Colgate has become the Kleenex^® and Xerox^® of the toothpaste industry. In some languages, the word for toothpaste is “colgate.” Not only does Colgate sell toothpaste all over the world, the company has a commitment to oral health and devotes time, energy and resources to advancing the oral health of the people living in it. The person in charge of this amazing global task is Dr. Marsha Butler.

HT: Dr. Butler, can you give me an idea of the global scope and impact of Colgate?

MB: Yes, Trisha, Colgate Oral Care distributes products in more than 200 countries, not only selling products, but also working with dentists and dental hygienists in the regions to improve oral health. From a financial standpoint, Colgate is a $10 billion company. Definitely the world leader in oral health care as demonstrated by geographic distribution and leadership in market share.

HT: How do you communicate to the professionals in all these markets?

MB: One way is through our publication “Oral Care Report,” which is distributed around the world and translated into approximately 25 languages. This publication goes out free to 300,000 dentists and hygienists. It’s our way of bringing the latest research and clinical issues to the professionals working to improve oral health. Colgate also hires Professional Relations Managers, to work with dental and hygiene associations on local, national and international levels. Approximately 60% of these managers are dentists and hygienists, so we are closely tied into the profession and the goals of clinicians.

HT: What are some of the projects in which Colgate participates?

MB: Colgate doesn’t like to simply donate money. The true mission of Colgate is to improve oral health in the communities and countries where we do business. Now in its 15th year, our Bright Smiles, Bright Futures® program reaches 50 million children and their families each year in the US and worldwide. The program uses cartoon dentists, Dr. Rabbit and Dr. Brushwell, to engage children and inspire them to take control of their own oral health. The educational materials consist of videos, flip charts, story books and posters that provide teachers, children and their families with the information they need to make oral health a part of their lives and at the same time, build the children’s self-esteem.

An international advisory board of educators, dental and multicultural experts develops and tests the materials with children and teachers. The education materials are available in 30 languages and designed to fit into existing curriculum, whether it be science, social studies, math or language arts. Teachers, nurses, dentists, hygienists, associations, schools and community outreach projects in more than 80 countries participate in the program.

Furthermore, each year Colgate sponsors a global art contest. Children are invited to enter a drawing of what their bright smiles mean to them. Winners receive a scholarship for themselves and their school. The winning drawings can be seen in our online gallery.

In addition to the interactive Web site (www.colgatebsbf.com) and education materials that are available, Colgate has several mobile dental units throughout the world, seven in the US alone. These mobile units are equipped and staffed to screen, educate and, in some countries, treat children and adults in rural areas where care would not otherwise be available. It’s heartbreaking to see so many people suffering from dental disease and at the same time, heartwarming to see prevention make such a huge impact on the quality of life.

One particular project going on now in South Africa is the Phelopheph Train dental car. Sponsored by Colgate, the dental car brings dental care to rural families in South Africa, who otherwise wouldn’t receive treatment. Families line up for days in anticipation of the train’s arrival. For many, this is their only opportunity to see a dentist and have their dental problems treated. For those working with the Phelopheph Train project, it is an opportunity to treat the painful effects of dental disease and to spread the prevention message that is so much a part of the dental hygiene profession.

HT: It’s wonderful to hear about projects that provide much needed care and teach people how to prevent dental disease in the future. How do your projects get started?

MB: The oral health initiatives we are involved in, with both developed and developing countries, are usually begun by local groups and individuals who see the problems and want to make a difference. Together we can improve the oral health of many who need care. There is still a lot of work to do, despite all the work of dentists, hygienists and oral health care companies. We at Colgate continue to be proactive with professional groups and governments. We are always open to partnerships that will address the oral health needs of communities large and small.

HT: Being the global leader in oral healthcare puts Colgate in the forefront of the oral health business. It’s wonderful to see all the good that can be done when the global leader gives back to the communities where business is done. From all of us who share your commitment to prevention, thank you!