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Nine Trivia Tidbits for 90 Years of Colgate-Palmolive in the Philippines



Colgate-Palmolive has provided Filipinos with quality brands for oral care, personal and home care for the last 90 long years. No wonder it is one of the most enduring and trusted brands in the country today. 

Check out some of its milestones for the last 90 years. 

9. Filipinos use 'Colgate' instead of 'toothpaste'

Colgate has proven so popular with Pinoys that it has become the generic word for "toothpaste." Example: "Bes, pabili ng Colgate pag pumunta ka sa convenience store."

This isn't surprising since it is the toothpaste brand most recommended by dentists. One of its well-known variants, Colgate Total, fights bacteria build-up for up to 12 hours. It also helps strengthen enamel, promote gum care and prevent plaque, tartar build-up, cavities, sensitivity, extrinsic tooth stains and bad breath.

8. The fragrance that launched many careers

Palmolive Naturals shampoos and cream conditioners, aside from being the number one Personal Care Beauty Brand for 4 consecutive years (2013-2016), has helped launched the careers of the actresses who have appeared in its commercials.

KC Concepcion, Julia Barretto and Heart Evangelista all know, as do many Filipinos, that Palmolive Naturals uses the latest Palmolive hair care science to care for and nourish hair, making it naturally beautiful. Bonus: It has amazing and long-lasting fragrances!


7. The King of Comedy once promoted Ajax

Colgate-Palmolive’s new liquid multipurpose cleaner with antibacterial properties is by their well-known brand, Ajax. Not only does it kill 99.9% of bacteria, it also comes in four fresh fragrances: Lavender Fresh, Fruity Fresh, Lime Fresh and Rose Fresh.

Ajax started out as a powder cleanser variant. The previous detergent bar gained mass popularity among Filipino housewives even until late 90s. Also known as the country’s Comedy King, Dolphy, graced TV screens across the country as a "mad scientist" when he was featured in the Ajax Total All-in-One commercial in 1997.

6. Pinoys love that fresh mouth-feel

Trivia: The Philippines is one of the select countries where Colgate Fresh Confidence is available because freshness is at the top of the list of Pinoys’ desired oral care benefits.

Filipinos love the "feels" of this gel toothpaste that provides long lasting fresh breath and an invigorating freshness that gives its users the confidence to interact with others. Colgate Fresh Confidence has cooling crystals that dissolve while brushing for that extra fresh feeling.

5. Charcoal is cool

Many Filipinos still use charcoal at home for cooking and others use it for reducing odor. Consumers lately have started to see charcoal in skin care products and other personal care products.

This versatile and useful ingredient is also found in several products of Colgate-Palmolive. Palmolive Naturals Flawless Clean Beauty Soap is the first charcoal-infused soap in the country from Palmolive and Colgate Slimsoft Charcoal Toothbrush is among the first toothbrushes that use this ingredient. Charcoal is also found in Colgate Total Charcoal Deep Clean Toothpaste, Colgate Fresh Confidence Bamboo Charcoal Toothpaste, Colgate Plax Bamboo Charcoal-Mint Mouthwash and Gard Active Clean Shampoo. 

4. The pioneer 

Did you know that Gard was the first ever antidandruff brand by Colgate-Palmolive in the Philippines? Its ZO Plus formula helps remove 100% of visible dandruff flakes with regular use. Bonus: it contains menthol for that cool and clean feeling. 

Alden Richards joins the roster of celebrities such as Richard Gomez, as Gard’s brand ambassador.

3. Axion

Axion was known for its dishwashing paste before it launched the liquid variant. With its slogan, The Grease-Cutter, memorable ads that begin with “O Sebo Layuan Mo Ako” and a series of ads dubbed, “Hamon ni Rosa, Axion Bida” made the brand popular in many households. Axion's powerful grease-stripping formula eliminates dirt and tough grease from your plates, pots, and pans. Both dishwashing paste and liquid come in two scents: calamansi and lemon

2. Pinoys are record-breakers

Filipino children broke the Guinness World Record in 2007 for the most number of students brushing their teeth at the same time during the Colgate Super Mega Brushing event, with 41,038 public school elementary students brushing in 13 locations across the country. 

Colgate’s portfolio includes kids toothbrushes and toothpastes across age groups with fun characters such as Barbie, Spiderman and Minions. Colgate’s ubiquitous brushing song, Brush Brush Brush 3x/day, remains to be popular among Filipinos, young and old. 


1. I can feel it!

The Palmolive Naturals bar soap "I can feel it" tagline from the 1987 TV Skin Talks commercial, which featured Alice Dixson and her iconic shoulder shrug choreography, was adopted globally in 1991 and won a Pilak Award in 2002, representing one of the best Philippine ads of the last 50 years.

In 2014, Palmolive Naturals body wash was launched in the local market. Palmolive Naturals bar soaps and body washes are infused with the goodness of 100% natural extracts to help give skin that moisturized feeling and long-lasting scent.


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Dale Bacar
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