Gen-Z is eager to step into adulthood and take ownership of their choices. That includes developing their own connections to the brands that speak their language and promise joyful experiences. hello’s new Whipped toothpaste is designed to do exactly that, taking a 360-degree approach to meeting the desires of young consumers for sensory delight while delivering the cutting-edge oral care they need.
More than half of Gen Z consumers report that they use beauty products to showcase different aspects of their personal identity, according to a study by Bread Financial. They’re not just brushing their teeth. They’re curating a regimen that reflects their personality. They’re looking for products that feel sensory, expressive and aesthetic — not just functional.
This matters more than ever because Gen Z is rapidly becoming the most influential consumer group. According to Nielsen, Gen Z’s spending power is expected to grow to $12T by 2030. In fact, Gen Z makes up 25 percent of the global population, a larger portion than millennials. hello’s focus on delivering the brand experiences that Gen Z wants is a forward-looking strategy rooted in data and innovation.
How hello is Creating a Luxurious Brushing Experience
Every aspect of hello Whipped, from the unique packaging, lush, foaming texture and novel flavors, has been thoughtfully crafted to meet the interest of young consumers. The tubes, with their appealing mint green and lavender hues and matte finish, look intentional on the counter and on social media, while the foaming texture delivers a sensory experience.
“We wanted to frame and deliver it in a way that was visually appealing to them, with the textures and the nuance and the flavors that seem like they were reinvented for this generation — and we made it fun,” says Jennifer Vasold-Singh, Senior Director of Growth & Innovation.
Take the playful shape of the nurdle (in toothpaste-speak, that’s the dollop on the brush), for example. The star-shaped nozzle at the top of the tube delivers a unique swirl. It’s even designed to suction paste slightly back into the bottle to prevent a messy cap — another reflection of hello Whipped’s attention to detail.
“The first time you open the cap, you’re seeing that shape and you think, ‘Something new is about to happen,’” Juhi Solanki, Director of Global People Centric Packaging Innovation at Colgate-Palmolive, says.
The foaming texture of hello Whipped sets it apart from other toothpastes on the market. “A lot of analogies come from skin care, where a moisturizer feels delicate and so good to the touch,” Solanki says. “The question was to step back and say, ‘What if we can make something that feels gorgeous and foamy and luscious in the mouth?’” The result is a formula that combines a sensory experience with protection against cavities.
hello Is Prioritizing Social-First Strategies to Generate Buzz with Gen Z
Special attention was paid to how hello Whipped would be introduced online, where young digital natives develop brand affinities. “The key thing with product design right now is to make sure it has elements that can be amplified and dramatized in social content,” Vasold-Singh says.
The unique launch of hello Whipped leveraged both the brand’s own online footprint and social media to generate buzz and consumer interest ahead of the product landing on shelves earlier this year. “We really wanted to make sure that we took the time to explain how it’s different and own the storytelling on our own platforms first,” says Ashley Cutler, a Director of Integrated Brand Experience. Teasers went out to the brand’s followers, on email and social platforms, promising a dreamy experience on the horizon.
hello Whipped also piloted a TikTok shop, which offered limited-time exclusive giveaways to early buyers, merch and unique combo kits, helping provide feedback in real time about which products people wanted to buy together. Partnering with TikTok affiliates, or users who recommended the product to their followers, has also proven highly effective.
In addition, hello partnered with specific influencer cohorts that speak to Gen Z interests, including ASMR and whimsy-focused content. The brand created its first-ever Chief Aura Officer position, for Gen Z actress Chandler Kinney (who appears in the Legally Blonde prequel, Elle) to take its “everyday yay” energy to the next level — offering “aura tips” for making daily routines more magical.
At its core, hello Whipped was built on a simple insight: This generation doesn't want to be told how to take care of themselves — they want to choose for themselves, Solanki says. “Brushing your teeth goes from being a boring chore that a kid has to do to, now I’ve grown up and I’m owning my life. I’m choosing my brands. I’m designing my experiences.”
About hello Whipped
hello Whipped is a first-of-its-kind foaming toothpaste from hello, a Colgate-Palmolive brand, designed specifically for Gen Z and older teens. Available in two novel flavors — mellow mint dream and peppermint stick — it delivers cavity protection through a lush, whipped texture and playful packaging engineered for the social media age. hello Whipped is available now at major retailers.
