Recently, Colgate-Palmolive launched a new product called Colgate Sensitive Pro-Relief in China, aimed at the higher-end of the toothpaste market. Different from its rivals such as Yun Nan Bai Yao, Sensodyne or Pro Health from Crest, Colgate-Palmolive positioned this product as the first toothpaste of its kind to make use of Pro-Argin, a new technology clinically proven to deliver instant and lasting relief against tooth sensitivity.

Pro-Argin uses arginine, an amino acid which effectively plugs the channels which lead to sensitive tooth nerves. While other sensitive toothpastes merely numb sensitivity pain, Colgate Sensitive Pro-Relief reportedly blocks the transmission of heat, cold, air and pressure that stimulate pain receptors within teeth.

From a branding perspective, this product is differentiated from competitors through its innovative ingredients and effective results. It is also highly relevant as it is estimated that about 30 percent of consumers in China currently suffer from tooth sensitivity. Differentiation and relevance are the first two components required to build brand equity, and together are referred to as “Brand Strength”. Brand strength is important for emerging product brands to establish. However, brand esteem and knowledge must also be built to ensure a competitor cannot capture the market when they introduce the next innovative toothpaste for sensitive teeth. (See our previous article "What is Branding")

To promote this new product in Chinese market, Colgate-Palmolive provided free samples for those who fill in a request on their website between 7th January and 10th February. The promotion encouraged people to invite their friends to join in this event, thereby helping the company collect a database of potential consumers while getting their new product in the hands of their target market. Colgate also held a press conference and invited VIP guests to attend.