Colgate is launching a sub-brand targeting Gen Z. 

Colgate is launching a sub-brand targeting Gen Z. Earlier this month, the company launched Co. by Colgate, a new Gen Z oral care brand sold exclusively through their site and Ulta Beauty. It will feature seven items including a sweet mint-flavored “Oh So Dazzling” toothpaste in a “shiny silver tube,” an electric and manual toothbrush in a pink ombré travel case, on-the-go teeth whitening pens and kit, and “Later, Stains!,” an anti-stain foaming mouth wash. Recently, oral care brands have been crafting “a new marketing persona” and referring to a new category as “oral beauty” to make tooth brushing more like self-care. (Glossy)