Colgate Product Intro Wilts

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Colgate-Palmolive’s big launch this year, Wisp, is losing some of its bite.

Wisp, the company’s bid to create a new beachhead in oral care among on-the-go Gen Yers, performed well when the disposable toothbrush was released in April, but sales have fallen off since then.

Sales started strong. By July 12, Wisp logged $9.3 million in sales, per IRI. (Such data includes only food, drug and mass merchandise stores.) In its first month alone, the product carved out “nine market share points,” Colgate CEO Ian Cook said during an analyst presentation in May.

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