Colgate-Palmolive feeds Gen Z’s hunger for beauty knowledge with podcast

As a means to cut through industry noise, Colgate-Palmolive has launched a podcast to share fact-based personal care information to Gen Z consumers, giving them the transparency they’ve been demanding. The Serving Smiles show demonstrates a new path brands can take to connect to their consumers in an increasingly digital world.

Personal Care Insights sits down with Dana Bolden, chief communications officer at Colgate-Palmolive, to unpack how the podcast medium offers personal care brands a new way to meet consumers where they are — online. 

Additionally, with consumers becoming more informed and craving clear cosmetics knowledge from brands themselves, Bolden stresses the importance of free and fact-checked information.

“We saw a clear gap between the volume of health content people are consuming, especially Gen Z, and the quality of that information. Our goal is to host a space where reliable, objective information is accessible to everyone,” he says.

Bolden tells us about how Colgate-Palmolive is leveraging its 220-year industry know-how and heritage to break through the overpopulated informational landscape of the internet. He says that the podcast is an evolution in how the consumer goods company approaches knowledge sharing.

Meeting Gen Z online

Colgate-Palmolive believes a podcast format could be more impactful than using traditional education or brand communication channels. Bolden explains that beauty brands are at a cultural standpoint where it is important for a company to evolve and meet consumers’ needs.

“As a company with deep roots in health and hygiene, we are leveraging our core strengths in science and product safety while finding new and different ways to communicate with the next generation,” he says.

Bolden tells us that audiences are increasingly consuming health content through audio, social, and creator-driven, visually appealing formats.

“Serving Smiles allows for more nuanced conversations with experts, going beyond short-form messaging to build understanding and trust. This is a tangible example of how we are modernizing our communications to stay relevant with new generations.”

Gen Z’s craving for knowledge

Colgate-Palmolive launches a new podcast for Gen Z listeners.

The podcast hosts interview health experts to facilitate conversations that may be overwhelming or highly saturated with false information and condense them into digestible, bite-sized episodes. The six-episode series aims to make information on various personal care topics, from oral care to skin care, more approachable to young consumers.

According to Bolden, social media is inundated with conflicting and often inaccurate advice on personal care topics, resulting in confusion and a lack of meaningful education.

“Serving Smiles was created to cut through confusion among Gen Z and tackle the most misunderstood health and wellness topics head-on by delivering clear, science-backed guidance people can actually trust,” he says.

Bolden talks about the critical importance of accessible education, citing that less than half (49%) of US adults are able to afford and readily access quality care. Due to the barriers to necessary care, people are turning to digital sources for answers.

In younger audiences, 38% of Gen Z trust social media for health advice over a real physician, according to Bolden. “Health misinformation is present in up to 87% of health-related social media posts, highlighting a major credibility gap.”

“With so much choice in the market, this generation deserves unbiased opinions and facts to make smart, informed choices,” Bolden says. 

Leveraging credibility to stand out

Serving Smiles tackles health misinformation with expert advice.

Colgate-Palmolive says it recognizes its responsibility and position in the industry as a trusted company due to its history and global reach.

With its focus on health and hygiene products, Bolden says that Colgate-Palmolive understands the importance of sharing science-backed information. He explains that Serving Smiles stands out in an overcrowded discourse by maintaining its “credible expertise.”

“Each episode features experts in their fields, from dermatologists and oral health professionals to pet health specialists, sustainability experts, and beyond. Their knowledge and advice are grounded in real science. Episodes are built around questions people are already asking and often getting wrong.”

The podcast walks the line between translating but not oversimplifying science, Boden tells us. To make the content relatable and engaging, the topics are framed around common questions like “Do I need sunscreen every day?” or “Is a soft or hard toothbrush better?”

“Experts break down evidence in clear, digestible ways, helping listeners understand what to do and, more importantly, why,” says Boden.

“The goal is to make complex health information actionable without diluting its accuracy, giving listeners both clarity and confidence in their decisions.”