Colgate-Palmolive Eyes Double-Digit Sales Growth

Colgate-Palmolive Philippines, Inc. is aiming to achieve at least a double-digit sales growth this year, driven in part by the increase in consumer spending usually seen during an election year, an official of the company said.


“When we look at history, whenever there is an election year, the personal care category – including oral care and personal care – grows more than 15 per cent, higher than the normal market growth, which is only a single digit,” Stephen Lau, vice-president and general manager for Colgate-Palmolive Philippines, told reporters during the launch of the company’s partnership with medical charity Operation Smile.

This year, he said the company targets at least a double-digit growth, without disclosing specific figures. He compared this with the growth of the Philippine oral care and personal care products, which he said “continues to grow on a high single digit.”

“This year, the growth will be even better because according to history, interestingly, when election year comes, people have more disposable income to buy rice, food and personal care products,” Mr. Lau said.

On its 90th year in the country, Colgate-Palmolive has launched new products, including a sugar acid neutraliser Colgate toothpaste that promises to reduce oral cavities by more than 25 per cent.

Mr. Lau described the Philippine market as “very unique”. Colgate-Palmolive brands in the country include Colgate, Palmolive, Gard, Tender Care, Axiom and Ajax.

The other day, the company has agreed to tie up with Operation Smile Philippines Foundation, Inc., the volunteer-based international medical charity dedicated to providing free reconstructive surgery and related health care to children afflicted with oral cleft. The charity estimated that 1 in every 500 newborn babies in the Philippines has oral cleft.

Puregold Price Club, Inc. is the retail partner in helping raise funds for surgeries, dental check-up and fluoride treatment. When Puregold shoppers buy participating Colgate products from February 15 to April 17, P5 from every product bought will be donated to Operation Smile.

“We have allocated significant resources for this year-long campaign of giving back to Filipinos. I am proud to see that the entire organisation is extremely dedicated towards keeping the Philippines smiling more each day,” Mr. Lau said. – Victor V. Saulon