consumer packaged goods

Hum By Colgate Connects With Obe Fitness For Smart Toothbrush Content

Two millennial-focused tech-dependent brands -- Hum by Colgate, a smart electric toothbrush, and Obé Fitness, a digital workout platform -- have teamed up on app content.

Starting June 11, Obé will present "Fitness Friday" programming in the Hum by Colgate app. This weekly content will consist of short workouts designed to raise heart rates in just two minutes, which Colgate-Palmolive notes is the same length of time that should be spent brushing your teeth.

A key feature of Hum by Colgate are “Smile Points.” Users earn one point each time they brush their teeth or complete activities like questions of the day in the app. They can them redeem those points in purchasing products (refill heads, perhaps) from the app, with 100 smile points equaling a dollar in discounts.

Now, users can also exchange 100 points for a 30-day free trial to Obé Fitness, which normally costs $27/month.



The Obé Fitness linkup marks the second partnership that Hum by Colgate has initiated since its launch last August in the midst of the COVID-19 pandemic, when many people were avoiding going to the dentist.

The other partnership is with meditation/mindfulness app Headspace, which hosts "Mindful Moments" content on the hum by Colgate app. Users can get a 60-day free trial to Headspace Plus, normally $12.99 a month, for 200 Smile Points.

Hum by Colgate, which comes in blue, teal and purple, is available in a rechargeable version for $69.99, or a battery-powered version at $49.99. The toothbrush is sold online and at major retailers, with all marketing being done through social media, search, and other digital platforms.

Colgate-Palmolive also recently announced a Hum Kids by Colgate brush, which lists at $14.99 in coral or yellow. It’s also a smart toothbrush, but not electric. It works through AR technology that gets connected to the app via the toothbrush handle, connecting kids with interactive games and allowing parents to keep track of kids' brushing habits.

Hum Kids by Colgate replaced the similar three-year-old Colgate Magik toothbrush in the Colgate-Palmolive product lineup.

Other players in the smart toothbrush field include Oral-B, Philips Sonicare and Quip.

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