From bathroom cupboards to makeup bags

We were tasked to help move Colgate Max White products from the bathroom cupboard into every woman’s makeup bag, making it as essential as their favourite shade of lipstick or their favourite colour nail varnish.

But we knew that in order to join the conversation, you need to speak the language - so we used beauty influencers’ fluency in the language of makeup and their esteem within the beauty community to introduce Colgate Expert White as the Perfect Foundation to owning any look.