Brief:
- Colgate-Palmolive partnered with meditation app Headspace to use weekly shows in the Hum by Colgate app that connects to its line of smart toothbrushes. Headspace will host a “Conscious Minutes” setting to help support healthier day-to-day habits and prompt Hum owners to smile more frequently, per an announcement.
- As part of the collaboration, Hum will offer free trials to Headspace Plus, the app’s membership service for directed meditations and mindfulness workouts. Hum lets consumers earn “smile points” every time they brush their teeth or complete an activity in the Hum by Colgate app.
- Cooperation seeks to get consumers “to observe and assess their thoughts” during their everyday routines. Hum customers can use the indicate purchase items from its in-app shop or to redeem offers from partners like Headspace. The meditation app is providing a 60-day trial to Hum owners who make 200 smile points in the app, per the statement.
Insight:
Colgate-Palmolive is offering consumers another reward to purchase a Hum smart toothbrush by using them a sample of Headspace’s material for directed meditation and mindfulness. Psychological health apps like Headspace and Calm have risen in popularity this year as people handle the stresses of the pandemic and its financial fallout. The “Mindful Minutes” content also fits with Hum’s wider objective of urging individuals to practice routine dental care by gamifying mundane routines like brushing teeth with the promise of making smile points rewards.
Colgate in August began selling the Hum wise toothbrush with the guarantee that it would improve dental care habits by sensing their “brushing style” and offering customized analysis in its mobile app. The company said Hum could enhance brushing by 50%, citing data that individuals tend to miss 40% of their teeth when they brush. Hum’s cost points of $70 for a rechargeable gadget and $50 for a battery-powered variation are targeted at making clever toothbrushes more accessible to budget-minded customers.
For Headspace, the teaser deal of weekly “Mindful Moments” programming in the Hum by Colgate app could drive conversions to its paid subscription offering. The company’s other promotional efforts have consisted of cooperations to raise awareness for its brand name and disperse content. Headspace this year worked with Sesame Workshop, the not-for-profit academic organization behind the program “Sesame Street,” to produce 6 animated shorts that teach mindfulness, meditation, and social skills to children. The meditation app in 2018 signed an offer to disperse its material on the NBA’s site and app while providing the league more than 7,000 memberships to players and employees.
Meditation and mindfulness material has become more popular this year as customers manage pandemic-related stress. Among the current examples of brands that have integrated the material into their offerings, HBO last month released an increased reality (AR) app with a series of wellness activities and content inspired by the fantasy series “His Dark Products.” Users can link the app to Apple Health, Spotify, or their favorite fitness, sleep, and meditation apps.
Meditation apps likewise have increased their promotions to stick out among a crowded field. On Election Day last month, meditation app Calm sponsored crucial moments in CNN’s coverage as stress ratcheted up throughout the indecisive night. When the news network notified viewers of election returns with loud updates, a little “given you by” graphic appeared with the logo design for the app. The activation stirred social media commentary, as the number of tweets pointing out Calm rose about 12 times on election night from the average, Adweek reported.
