Jun 18, 2022
In Business Forum
Colgate-Palmolive partnered with meditation Coinbase User List app Headspace to offer weekly programming in the Hum by Colgate app that connects to its line of smart toothbrushes. Headspace will host “Mindful Moments” programming to help support healthier daily habits and urge Hum owners to smile more often, per an announcement. As Coinbase User List part of the collaboration, Hum will provide free trials to Headspace Plus, the app’s subscription service for guided meditations and mindfulness exercises. Hum lets customers earn “smile points” every time they brush their teeth or complete an activity in the Hum by Colgate app. The collaboration seeks to get consumers Coinbase User List “to observe and reflect on their thoughts” during their daily routines. Hum customers can use the points to buy products from its in-app store or to redeem offers from partners like Headspace. The meditation app is offering a 60-day trial to Hum owners who earn 200 smile points in the app, per Coinbase User List the announcement. Insight: Colgate-Palmolive is giving consumers another incentive to buy a Hum smart toothbrush by offering them a sample of Headspace’s content for guided meditation and mindfulness. Mental health apps like Headspace and Calm have surged in popularity this year as people cope with the stresses of the pandemic and its economic Coinbase User List The “Mindful Moments” content also fits with Hum’s broader goal of urging people to practice regular dental care by gamifying mundane routines like brushing teeth with the promise of earning smile points rewards. Colgate in August began selling the Hum smart toothbrush with the promise that it would improve dental care habits by sensing their “brushing style” and providing customized analysis in its mobile app. The company said Hum could improve brushing by 50%, citing data that people tend miss 40% of their teeth when they brush.