Colgate-Palmolive India has partnered with Bombay Shaving Company (BSC) to handle Palmolive’s consumer facing advertising and relationships across e-commerce and direct-to-consumer (D2C) channels.
- Management during the recent quarterly con-call accepted that personal care has been an area where the company has not delivered as well as it would have liked, particularly Palmolive.
- The partnership with BSC is targeted at learnings from BSC’s own business that can potentially strengthen Palmolive’s digital presence.
- The management mentioned that it believes that BSC has a better understanding of how the D2C “flywheel” works.
- Colgate will continue to control innovation, product quality, supply chain, modern & traditional retail as well as traditional advertising.
This is a very interesting arrangement wherein a legacy brand has accepted it’s weaknesses and allowed a new generation brand to help it address the same.