Colgate-Palmolive Aims to Turn Toothbrushing Into a Quiet Moment of Mindfulness

And use the opportunity to collect more user data, too

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Through a new partnership with meditation app Headspace, CPG manufacturer Colgate-Palmolive is hoping its smart electric toothbrush Hum can create a sense of calm for people doing their best to get to the end of 2020.

Hum, which debuted in August, contains sensors that track how often, how long and how well people brush their teeth. Once connected to the app, customers can use this information to brush better.

“Taking a moment for mindfulness in times like this is critically important,” Bill Van de Graaf, vp of marketing for North America at Colgate-Palmolive, told Adweek.

Colgate-Palmolive reports that in recent weeks, Hum users have gone from brushing around 1.6



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