How Colgate Became The Number 1 Toothpaste Brand in the World | History of Colgate

Описание: In 1973, William Colgate started selling the Colgate Dental Cream. What really set Colgate apart was the Colgate Ribbon Dental Cream — the first toothpaste in a tube.

By 1900, Colgate & company was marketing more than 800 products, 120 toilet soaps, laundry soaps, perfumes, and other scented personal care products. From 1914-1928, Colgate’s global invasion began as it opened subsidiaries in Canada, the South Pacific, Asia, Europe, and South America.

Even though Colgate already had a huge grasp of the market by itself, the merger of Colgate-Palmolive in 1938 turned it into a juggernaut. Colgate-Palmolive dominated the oral-care industry in the US and for most of the world — but not for long.

In the 1950s, P&G launched its own toothpaste brand: Crest. Despite having an 82-year headstart, Crest caught up with Colgate and held the number 1 spot for over 30 years.

This is all about the history of Colgate, and how it lost market leadership to Crest.

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