Colgate-Palmolive rolls out new paper toothbrush packaging 

USA – Colgate-Palmolive has globally rolled out a new generation of paper-based toothbrush cartons designed to replace the long-standing plastic blister packs that have dominated the oral care aisle for decades.

The initiative is positioned by the company as a “win-win-win” that simultaneously improves shopping convenience, enhances on-shelf visibility, and advances Colgate-Palmolive’s 2030 Sustainability & Social Impact Strategy.

The new format debuting this year across the premium tier of manual toothbrushes under the Colgate, Elmex, Meridol and Tom’s of Maine brands before expanding to nearly 200 countries next year.

Rationale behind the redesign

According to the company, the shift was driven by a combination of persistent consumer frustrations with traditional blister packs, which are widely regarded as difficult to open, create cluttered and confusing retail displays, and complicate recycling, and an internal sustainability mandate to ensure shoppers do not have to trade convenience for environmental responsibility. 

By pairing deep consumer insights with its long-term sustainability goals, Colgate-Palmolive aimed to deliver packaging that resolves well-known pain points while supporting its broader 2030 targets for reducing plastic use and improving recyclability.

The new cartons feature a distinctive “bullseye” or “halo” layout that places an oversized, high-contrast illustration of the toothbrush head at the center of the front panel, reflecting research showing that the brush head is the single most important attribute shoppers evaluate when selecting a toothbrush. 

This simplified, head-focused design is intended to make on-shelf comparison faster and more intuitive, while heavy use of Colgate’s signature red color creates a more cohesive brand block in the aisle and helps loyal customers quickly spot Colgate products. 

All sides of the box are used to communicate sustainability: side panels highlight environmental benefits and include a QR code that links to detailed information about Colgate-Palmolive’s sustainability initiatives and how the cartons are made, including specifics tied to its 2030 Sustainability & Social Impact Strategy.

Before launch, Colgate-Palmolive conducted multiple rounds of consumer testing on different structural designs to optimize shelf visibility, product findability, and purchase intent. 

Compared with previous packaging, the company reports that the new design increased ease of shopping by 20%, improved shelf visibility by nearly 10%, and lifted purchase-from-shelf rates by 10%, suggesting that the redesign delivers both experiential and commercial gains.

Beyond removing plastic blister packs, the project is explicitly tied to Colgate-Palmolive’s 2030 Sustainability & Social Impact Strategy, with the packaging itself serving as an on-product communication channel for the company’s environmental commitments via QR-linked content and clear recyclability messaging. 

The global rollout draws inspiration from categories like razors that have successfully shifted to paper-based packaging while preserving a premium shelf presence. 

This year’s launch covers the premium manual toothbrush portfolio across multiple brands, with next year’s expansion targeting toothbrushes in nearly 200 countries to make everyday essentials more sustainable without compromising usability.

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