CLIENT: COLGATE
COMPANY: BASIC/DEPT®
Colgate Digital Whitening Companion
Colgate’s whitening pens weren’t failing, the experience was. Users misapplied treatments, reviews stalled at 3.2 stars, and sales were slipping. To help restore confidence in Colgate’s pens, we launched a 0–1 digital whitening companion that personalized guidance, improved compliance, and helped users see real results—lifting ratings to 4 stars and driving renewed growth.
Challenge.
We needed to help users stay consistent with their treatment plans so they could actually see results, and feel confident using the whitening pens over time.
Colgate lacked the data to understand why their users were leaving bad reviews. Our job was to close that gap and learn from real behavior: how people used the product, where they fell off, and what results they actually saw.
For users, the job was clear: get personalized treatments, guide proper use, and step in as the expert when things went off track.
Tracking success.
Success was to be defined by driving measurable product satisfaction and stronger brand preference for Colgate, while also boosting referrals and recommendations. We set clear targets: 30% of all unit sales resulting in an app download, at least 30% of users achieving full treatment compliance, 20% in-app open rates tied to cross-sell, and +25% retention at 90 days to ensure treatments stuck and loyalty followed.
After defining the core feature set, I partnered with user research to run testing, validating whether our features solved real pain points and ultimately boosted how users perceived Colgate’s products.
Results.
I drove the end-to-end strategy and product leadership behind the launch of the Colgate Bright app—building the treatment logic, expert coaching weaved throughout, adaptive recovery paths, smart tracking, and educational content strategy. The app was designed to improve adherence, build user confidence, support KPIs like satisfaction and referrals, and provide Colgate with valuable data for future product development.
The app launched successfully in the App Store, though it was later taken down as Colgate shifted priorities.