hum by Colgate Collaborates With Meditation App Headspace

hum by Colgate and Headspace, the meditation and mindfulness app, have joined forces to help individuals “stress less and smile more” by making healthier everyday routines, according to a Wednesday (Dec. 2) announcement.

The tie-up encourages individuals to handle their current habits such as brushing their teeth or going for a stroll in the outdoors as an opportunity to “observe and reflect on their thoughts,” according to the announcement.

Headspace will offer “Mindful Moments” content inside the hum by Colgate program. The programming is meant to help support these new habits from “finding time to be kind to one’s mind” or brushing more effectively. hum will also offer complimentary trials to Headspace Plus for its users as part of the collaboration.

Bill Van de Graaf, vice president of marketing North America, Colgate-Palmolive, said in the announcement that Headspace is a “perfect partner” for hum by Colgate.

“Uniting our brands offers a powerful opportunity for hum to continue to create unique experiences that are relevant for our millennial consumers’ lifestyle and to reinforce the tie between oral health and overall wellness,” Van de Graaf said in the announcement.

hum by Colgate, which was rolled out in August, was created to “democratize” the connected brush product and let a greater number of individuals get a clean and well smile. Individuals can accrue “Smile Points” each instance they brush or finish an activity on the hum by Colgate program.

Users can get a 60-day complimentary Headspace trial after they accrue 200 “Smile Points” via the hum by Colgate app. Headspace reaches over 65 million users in 190 nations and was among the first meditation apps in the world “and remains a leader in mindfulness and mental training,” according to the announcement.

Colgate-Palmolive has made news in the direct-to-consumer space, primarily with dental offerings. CEO Noel Wallace informed a recent conference that one of the firm’s important growth areas for the next year will be in the direct-to-consumer channel.