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Mohd Rihan

Student| Passionate ... • 16h

In 1800s, brushing teeth wasn't even a thing. Back then Oral Care meant chalk, brick dust, even charcoal. No one thought brushing was essential. then a soap spotted and candle company 'Colgate' spotted the gap. In 1873, it dropped its first toothpaste not in tubes, but in glass jars. They weren't just selling a paste, they were seeding a category. And then genius move came. Colgate copied painters collapsible tubes. Suddenly, brushing felt modern, hygienic, aspirational. Did efforts in marketing. Then World War 1 changed everything. Soldiers were ordered to brush daily, When they came home, Colgate made sure the habit stuck with campaigns. They hijacked a military rule and turned it into culture. By 19's, toothpaste wasn't not luxury anymore. It was essential as soap. Colgate didn't just sell toothpaste. They sold a ritual.

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