RDH eVillage Director Kristine Hodsdon interviewed Susanne Kuehl, RDH, Professional Advocacy Team Leader at Tom's of Maine, on the recent partnership between Tom's of Maine and Colgate.
KH: Why partner with another company?
SK: The U.S. market for natural oral and personal care products is valued at $3 billion and is growing 15 percent per year. The simple truth is that, even with our outstanding success with the Tom's of Maine brand and values, the natural care opportunity is bigger than we can possibly achieve alone without more resources.
KH: Why Colgate?
SK:We chose Colgate as our partner because they have the global expertise to help take Tom's of Maine to the next level. Colgate is an excellent fit with our own cultural values. Colgate has a commitment to product excellence, global efforts to promote oral health, and has a 200-year history of caring for consumers and giving back to the community.
KH: How will this partnership benefit the dental hygiene community?
SK: The combination of Colgate, the global leader in oral care, and Tom's of Maine, the leader in the naturals category, is an exciting partnership with growth opportunities for both companies. Growth will provide more dollars for the programs that help the underserved and promote oral health literacy, and will create more awareness of the links between oral health and total health, issues of primary importance to dental hygiene professionals.
KH: Are you worried hygienists will no longer recommend or purchase the brand now that it won't be "Tom & Kate," but a large company?
SK: The values and creativity of Tom and Kate are evident in every product we make. None of that is changing. Tom's of Maine is staying in Maine and has a commitment from Colgate that our formulas will not be tampered with. Doing things the "Tom's of Maine way" will live on after Tom and Kate retire.
KH: Tom's of Maine has always had natural ingredients in their products. Can hygienists trust that the quality and natural ingredients will remain the same?
SK: We'll still be Tom's of Maine, made in Maine with the same natural ingredients with no saccharin, preservatives, additives or dyes and no animal testing.
KH: Will the product lines remain separate, or branded under the Colgate umbrella?
SK: Tom's of Maine products will be branded the same way they are now; there will be no Colgate branding. The product lines will remain separate. Did you know that Colgate also owns Hill's Science Diet pet food? You probably didn't. Colgate recognizes that Tom's of Maine, like Hill's, is a successful independent brand. Our packaging will stay the same and our products will continue to be made in Maine.
KH: Can hygienists still order Tom's of Maine products? How?
SK: Patterson Dental Supply (1-800-873-7683) carries sample sizes of our most popular oral care products. You may purchase cases of the following products at preferred professional pricing directly from Patterson for shipment nationwide:
• Silly Strawberry Natural Anticavity Fluoride Toothpaste for Children
• Spearmint Natural Anticavity Fluoride Toothpaste
• Apricot Natural Anticavity Toothpaste for Dry Mouth
• Peppermint Natural Fluoride Whole Care Gel Toothpaste
• Spearmint Anticavity Mouthwash
To purchase products, flavors, or sizes not listed, including fluoride-free and homeopathic variants, visit www.drugstore.com or check our store locator.
KH: Will Tom's of Maine continue to exhibit at tradeshows? How will hygienists find your booth? Will it be under Tom's of Maine or Colgate?
SK: We look forward to continuing to bring the Tom's of Maine booth to most of the large tradeshows such as the American Dental Hygienists' Association, American Dental Association, American Academy of Periodontology, American Dental Educators Association, American Academy of Pediatric Dentistry, and of course, the Yankee Dental Congress in our own backyard.
KH: Which conventions will you attend in 2006?
SK: We're excited to be adding a Tom's of Maine booth to Under One Roof in July. For some of the regional meetings, such as the upcoming California Dental Association in Anaheim, we'll be in the Patterson booth and ready to take orders on site.
KH: Tom's of Maine has always been a socially responsible, values-based company. Will those fundamentals be abandoned because you are part of a larger company?
SK: The terms of the contract protect the values and destiny at the heart of Tom's of Maine. Our products will remain natural, effective and consistent with our standards for natural and sustainable. Tom and Kate chose a strategic partner who respects those core values. They've done an amazing job looking out for their family, employees, the state of Maine, and the natural care community. In fact, when they announced the sale, Tom and Kate also announced the distribution of $1.2 million in "loyalty bonuses" to Tom's of Maine employees. They wanted to say thanks for the many years of hard work so many people have given to the business. Additionally, the following longstanding policies are still in place and stronger than ever: Tom's will continue to give 10 percent of pre-tax profits to community programs, and will continue to empower employees to use 5 percent of their paid work time to volunteer in the community.
KH: Many of my patients read the business sections of newspapers and the Internet. How should I respond when they ask about the Colgate/Tom's of Maine partnership?
SK: Tell them we haven't sold out — we've bought in! Tell them that it's a smart move for both companies. This merger allows Tom's of Maine to grow while allowing Colgate to expand their product line to include natural care. It's a win-win. In addition, more natural care consumers will soon be able to find more Tom's of Maine products in more stores.
KH: Will Tom's of Maine still be a part of the ADHA's Student Outreach Award Session?
SK: Yes, definitely. We love students. This particular award focuses on volunteerism, which is an integral part of the Tom's of Maine business culture.
KH: Closing comments from Tom's of Maine to the dental hygiene community¿
SK: Consumers who care about the values behind their purchasing decisions are changing the economy for the better. These "natural care consumers" are about 25 percent of an average dental practice. Natural is no longer a fad but a growing trend. Dental hygienists know and care about their patients and need to know and trust the products they recommend. My job is to help them learn about the efficacy of natural care products so they base their recommendation on evidence-based research. Like our tagline says, "Naturally, it works."
Susanne Kuehl, RDH, may be reached at [email protected].
