Colgate Marches On With AI-Infused Product Innovation

Colgate-Palmolive, no stranger to AI-enabled oral care, is leveraging artificial intelligence and augmented reality as part of a new tooth-whitening experience.

The company has partnered with Perfect Corp. for a tooth-whitening algorithm and developed an AR experience in which consumers can use their smartphones to visualize what their smile would look like after using the Colgate-brand Optic White Overnight Teeth Whitening Pen for two weeks.

The company said the innovation marks the first of many to come from this partnership, and it’s intended to make its whitening products more easily accessible.


“The AR tool simulates results to help people make decisions as they shop online,” added Bill Van De Graaf, Colgate VP marketing, North America, “and is another important milestone in Colgate’s vision to be the leader in teeth whitening, evolving and improving how people discover and buy our products online.”

The simulation is available on Colgate’s website and through QR codes that will be displayed on pack — further enabling consumers to engage with the tool at the point of sale. Colgate expects the tactic to lead to a more satisfying consumer journey, as well as a more profitable online and in-store retail solution for the brand.

Perfect Corp. has teamed with a number of beauty brands for AR-powered try-on experiences, including Coty and Mineral Fusion.

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