Colgate partners with Headspace app, encourages consumers to practice mindful brushing

Colgate-Palmolive has partnered with meditation app Headspace to offer weekly programming in the Hum by Colgate app which connects to its line of smart toothbrushes. The app will host a “Mindful Moments” programming to help users adopt healthier daily habits. 

In August, Colgate began selling the Hum smart toothbrush with the promise that it would improve dental care habits by sensing their “brushing style” and providing customized analysis in its mobile app. On the other hand, mental health apps like Headspace and Calm have surged in popularity this year as people cope with the stresses of the pandemic and its economic fallout.

The “Mindful Moments” content also fits with Hum’s broader goal of urging people to practice regular dental care by gamifying mundane routines like brushing teeth with the promise of earning smile points rewards.

As part of the collaboration, Hum will provide free trials to Headspace Plus, the app’s subscription service for guided meditations and mindfulness exercises. Hum lets customers earn “smile points” every time they brush their teeth or complete an activity in the Hum by Colgate app.

According to an announcement on the collaboration, the move seeks to get consumers “to observe and reflect on their thoughts” during their daily routines. Hum customers can use the points to buy products from its in-app store or to redeem offers from partners like Headspace. The meditation app is offering a 60-day trial to Hum owners who earn 200 smile points in the app.

Source of information: Mobile Marketer

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene