Colgate partners with Headspace app, encourages consumers to practice mindful brushing - MARKETING Magazine Asia


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


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