BENITEZ, Hannah CRISOSTOMO, Evangeline DELA CRUZ, Jaianne ENIMEDEZ, Djameah LIMCACO, Isabella MACAPAGAL, Dayana REYES, Danielle

IV-Righteousness

COLGATE-PALMOLIVE COMPANY
In 1806, an English immigrant named William Colgate founded a company that sold soap, starch and candles at 6 Dutch Street of New York (Colgate-Palmolive Company, n.d.). The nineteenth century economic setting of New York was bustling with trade; it was a blooming field enticing and encouraging new entrepreneurs to start fresh businesses (New-York Historical Society, n.d.). After 11 years, Soap & Candle Manufactory William Colgate & Co.'s first advertisement appeared on a New York newspaper endorsing "Soap, Mould and Dipt Candles" (Origins of Business, 2008). Unfortunately, William Colgate died on the year 1857. It would only be 39 years later that his company would be the first to introduce toothpaste in tubes to the market, a revolutionary feat and a legacy he would be most remembered by, and it would be 71 years later where Colgate and Co., renamed and managed after his death by his son Samuel, will be merged with the Palmolive-Peet Company to become one of the giants in personal care and nutrition products (Colgate-Palmolive Company, n.d.). The Palmolive-Peet Company was already a merger itself even before the company decided to merge with Colgate & Co. In 1864, Caleb Johnson founded a soap company in Milwaukee and named it B.J. Johnson Soap Co. which was renamed thirty-four years later to Palmolive, a particular kind of soap the company released that was an intermediate between palm oil and olive oil, because the product was incredibly popular (Bellis, n.d.). In 1872, Colgate & Co. produced the first milled perfumed toilet soap called Cashmere Bouquet. It was in the same year that William, Robert and James Peet, collectively called the Peet Brothers, started a soap company in Kansas. The following year, Colgate & Co. acquaints its customers with toothpaste sold in jars as small as modern 60 milliliter bottles (Old Company Research Service, n.d.). On the 100th anniversary of Colgate & Co. (1906), the company had more than 800 products as part of its roster. Palmolive and The Peet Brothers merged in 1926 to become the Palmolive-Peet Company. Two years later (1928), Palmolive-Peet merged with Colgate & Co. to become Colgate-Palmolive-Peet Co. but in 1953 they finally settled with the name Colgate-Palmolive Company as an oral care, personal

care, home care and pet nutrition providing company (Colgate-Palmolive Company, n.d.).

The merger proved to be fruitful. The company was able to expand greatly to the foreign market because of the power it attained. It started to extend first to Latin America, then in Asia followed by Africa and Eastern Europe (Colgate-Palmolive Company, 2012). From perfumed soaps and toothpaste in jars, Colgate grew to sell toothpaste in tubes, toothbrushes, fluoride-toothpaste products, all-around cleaning products, personal hygiene products (hair care products and soap) and even pet nutrition products. The soap products of Palmolive and the Peet Brothers progressed to construct Palmolive antibacterial dishwashing liquids and the company's original line of Home Care brands. Ajax and Nifti products center on general cleaning around the household; most products under this line focus on cleaning the bathroom and tiles, wiping through grease and grime, and cleaning up spills. Cold Power, Dynamo, Fabuloso, Spree and Hurricane are all part of the company's catalog for laundry detergents; they center on different aspects of laundry hence the broad list, which are each implied on the labels (e.g. Cold Power products are used for cold water laundry, Dynamo products are used for fast cleaning). The company's listing for fabric conditioners include Cuddly and Fluffy; Cuddly products pivot on the softness of the cloth and Fluffy products put the fragrance of the cloth into consideration. The company's dishwashing products are Palmolive (Ultra and Regular) and Spree. Colgate-Palmolive's Personal Care products include Irish Spring, which compose of varying scented body washes and bar soaps, as well as a whole roll of Palmolive products: shower gels, shower milks, body butters, hand washes (antibacterial and foaming), bar soaps, shampoos, conditioners, deodorants, shaving cream and talcum powder. Protex is also one of their personal care products; these are cooling powders and hand washes that are antibacterial and moisturizing. The company's Oral Care products compose of toothpastes, toothbrushes, mouthwash and dental floss (ColgatePalmolive Company, 2013). Colgate-Palmolive's toothpastes, developed by their subsidiary Colgate Oral Pharmaceuticals, focus on the prevention of oral bacteria and its results, most especially plaque and gingivitis; whitening and in dealing with teeth sensitivity (Dimensions of Dental Hygiene, 2006).

The company employed a consumer product strategy that would recreate their products to better conform to the different locations that their consumers live in; it is skilled in taking active measures to help the community and the environment. For example in Colgate's Africa Division, a different type of packaging was used ("smart packs") in order for them to be more affordable and to have the capability to be reused or refilled. In Europe, the packaging of Paic dish liquid was "redesigned to remove PVC from the waste stream and reduce consumed plastic by 178 metric tonnes annually" and Natura Verde products (Ajax household cleaners, Palmolive dishwashing liquids, Soupline fabric conditioners) sold there are made with untainted ingredients and their bottles are made with 60% recycled resin and are completely recyclable. The company's cleaning products that are sold in Norway, Sweden and Finland have been remodeled to meet the criteria of the Nordic Swan Ecolabel, which measures a product's impact on the environment. Cold Power laundry detergent sold in Australia and Mexico is designed to utilize maximum cleaning capacity when used with cold water, which saves energy supposedly used for heating water; "Palmolive eco+ automatic dishwasher detergent that was introduced in 2008 is phosphate-free, which is better for lakes and streams". The company's most notable trademark, toothpaste sold in tubes, also had an environmental effect; it "reduced consumption of non-renewable energy and natural resources by 30% and greenhouse gas emissions by about 50%" (Colgate-Palmolive Company, 2012). The company acquired even more companies under its wing to expand their business and to better serve their customers; it acquired Hoyt Laboratories (now known as Colgate Oral Pharmaceuticals), Hill's Pet Nutrition, Softsoap, Murphy Oil Soap Co., Mennen Company, Kolynos Oral Care Co., GABA Oral Care Group, and Tom's of Maine (Colgate-Palmolive Company, n.d.). Its acquisition of Hoyt Laboratories, which consequently allowed for the expansion of research techniques and developments, was integral to fully conquer the business of oral care products. As Hill's Pet Nutrition acts as its subsidiary, the company has veterinarian-authorized pet products focusing on cats and dogs. They offer two main diets: a Prescription Diet (dubbed as Therapeutic Nutrition) and a Science Diet (dubbed as Wellness Nutrition); they help prepare a diet that would be apt for the current condition or situation (most especially disease conditions) of your cat and/or dog by recommending particular cat and/or dog food products (Hill's Pet Nutrition, Inc., 2013). Softsoap products involve

body washes, hand soaps and bar soaps. The Murphy Oil Soap Company provides products that clean wood and the Mennen Company sells talcum powder. These acquisitions have a high plausibility of having resulted from the objective of synergy, which is simply the assumption that performances will increase amongst these partnerships and costs will decrease (Renaud, 2009). Kolynos Oral Care provided a line of oral care products and was popular in South America (Colgate-Palmolive, 1995). Colgate-Palmolive Co.'s acquisition of Kolynos Oral Care, as implied by Colgate-Palmolive Co.'s 1995 article, was out of the desire for market growth and might have also been out of the goal of eliminating competition. This seems evident as well in the acquisition of the GABA Oral Care Group, which was a large figure in the European oral care market (GABA International AG, 2013). Through these acquisitions, Colgate-Palmolive strengthened its grip and role as a strong-standing entity in the oral care business. The addition of Tom's of Maine to the company was essential, as the company grew closer to the objective of considering the environmental impact of its actions. Tom's of Maine is a group that heavily values environmental wellness and that principle influenced the company to take more active steps towards the preservation and restoration of the environment (Tom's of Maine, n.d.). The Colgate-Palmolive Company wishes to continue its progress and to positively affect other people's lives by continuing its quality service to its customers, employees and to the community. The company hopes to strengthen its development by creating more innovative products and by ensuring that all ingredients and techniques reach the highest caliber. Its current environmental projects will continue to be implemented such as reducing their waste, water consumption, energy consumption, carbon emissions and overall environmental impact. As the company is also greatly concerned with the general welfare of the community, the company will provide generosity during calamities; top quality products through the company's connections to worldwide facilities, researchers and scientists; talks and seminars around the world to help more people become more aware of the importance of handwashing; its free dental care education program Bright Smiles, Bright Futures (Dimensions of Dental Hygiene, 2006); and promoting health wellness amongst their employees by giving them health benefits (Colgate-Palmolive Company, 2012).

References: 1. New-York Historical Society. (n.d.). New York in the 1800's. Retrieved on September 18, 2013 from http://www.nyhistory.org/seneca/nyc.html 2. Origins of business. (2008). Colgate - 1817. Retrieved on September 18, 2013 from http://www.flickr.com/photos/businesshistory/2608270079/ 3. Bellis, M. (n.d.). History of soaps of detergents. Retrieved oN September 18, 2013 from http://inventors.about.com/library/inventors/blsoap.htm 4. Old Company Research Service. (n.d.). Peet brothers company. Retrieved on September 18, 2013 from http://scripophily.net/peetbrotpals.html 5. Anderson, R. (1998-2013). Octagon soap. Retrieved on September 18, 2013 from http://rolandanderson.se/octagon.php 6. Colgate-Palmolive Company. (2013). Hair care products. Retrieved on September 19, 2013 from http://www.colgate.com.au/app/CP/AU/PC/Products/Hair-Care.cvsp 7. Colgate-Palmolive Company. (2013). Home and fabric care products. Retrieved on September 19, 2013 from http://www.colgate.com.au/app/CP/AU/HC/Products.cvsp 8. Colgate-Palmolive Company. (2013). Oral care products. Retrieved on September 19, 2013 from http://www.colgate.com.au/app/CP/AU/OC/Information.cvsp 9. History of Business. (n.d.). History of colgate company. Retrieved on September 19, 2013 from http://historyofbusiness.blogspot.com/2011/06/history-of-of-colgatecompany.html 10. Colgate-Palmolive Company. (2012). Sustainability report 2012. Retrieved on September 19, 2013 from from http://www.colgate.com/app/Colgate/US/Corp/LivingOurValues/Sustainabilit y/HomePage.cvsp 11. Colgate-Palmolive Company. (n.d.). Timeline. Retrieved on September 19, 2013 from http://www.colgate.com/app/Colgate/US/Corp/History/1901.cvsp 12. Dimensions of Dental Hygiene. (2006). Colgate Oral Pharmaceuticals. Retrieved on September 19, 2013 from

http://www.dimensionsofdentalhygiene.com/2006/09_September/Features/CP _-_Colgate_Oral_Pharmaceuticals.aspx 13. Hill's Pet Nutrition, Inc. (2013). Products. Retrieved on September 19, 2013 from http://www.hillspet.com.au/en-au/products.html 14. Colgate-Palmolive Co. (2013). Murphy oil soap. Retrieved on September 19, 2013 from http://www.colgate.com/murphy-oil-soap#/home/ 15. Colgate-Palmolive Co. (2013). Softsoap. Retrieved on September 19, 2013 from http://www.colgate.com/app/Softsoap/US/EN/HomePage.cvsp 16. Colgate-Palmolive Co. (1995). Colgate to acquire kolynos expanding its #1 position in global oral care. Retrieved on September 19, 2013 from http://investor.colgate.com/releasedetail.cfm?ReleaseID=96908 17. Renaud, R. (2009). Why do companies merge with or acquire other companies. Retrieved on September 19, 2013 from http://www.investopedia.com/ask/answers/06/mareasons.asp 18. GABA International AG. (2013). Gaba international. Retrieved on September 19, 2013 from http://www.gaba.com/htm/406/ 19. Tom's of Maine. (n.d.). Tom's of maine. Retrieved on September 19, 2013 from http://www.tomsofmaine.com/home