Colgate-Palmolive Rolls Out Sustainable Toothbrush Packaging

Colgate-Palmolive us amping up its sustainability efforts with a “new generation” of paper toothbrush cartons, the Happi Top 50 Company contends.

“We’re always looking to make the toothbrush category easier to shop, and understand what makes certain products more desirable than others,” says Amanda Klemm, Vice President of Toothbrushes at Colgate-Palmolive. “We paired consumer insights with our desire to make the packaging more sustainable.”

The goal is to eliminate the “frustrations” of traditional plastic blister packs, the industry standard for decades.

The redesign also emphasizes Colgate’s signature red, creating a more “cohesive appearance” across the toothbrush aisle.

The new packaging supports sustainability in several ways, encouraging consumers to think beyond just recycling, said the company.

Packaging includes a QR code linking to Colgate-Palmolive’s sustainability initiatives and explaining how the cartons are made, including more information on Colgate-Palmolive’s 2030 Sustainability & Social Impact Strategy.

Klemm explains that the project is “global” and this year the brand will make toothbrushes in the new packaging across Colgate, Elmex, Meridol and Tom’s of Maine. Next year it will increase to toothbrushes in nearly 200 countries.

“Between easy-to-shop, easy-to-open and easy-to-recycle, all three goals were important,” says Klemm. “In that way, the new packaging is a win-win-win — that trifecta of benefits.”