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4. The Hubs Report
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Pakistan
Business Highlights MAP’s Corporate Excellence Award: Colgate Palmolive was presented its 14th consecutive ‘ Corporate Excellence Awards’ by the Management Association of Pakistan We were recognized as one of the Top 25 Companies by the Pakistan Stock Exchange in December 2025
Zulfiqar Ali Lakhani CEO
Achieved an operating profit of USD 100 million
In 2025, Oral Care gained strong momentum, driven by sharper strategic focus and deeper consumer relevance. The category delivered 8.1% value growth, supported by impactful campaigns centered on cavity protection and gum health, the most prevalent oral health concerns in Pakistan. Growth was further strengthened by CDC and Herbal, while trust was reinforced by re-establishing dentists as credible authorities, particularly for CDC. Our Bright Smiles, Bright Futures program expanded its impact, reaching 19.3 million children since inception. We also advanced our sustainability agenda by transitioning to recyclable toothpaste packaging. Palmolive Soap strengthened its position through a new IMC campaign, reaching 13.4% market share (+70 bps) and increasing brand penetration by 270 bps. With strong foundations in place, we remain focused on accelerating momentum and delivering sustainable, long-term growth.
We introduced the new MaxFresh UltraFreeze formulation, coupled with an eye-catching packaging design. The relaunch IMC included a new TVC and vibrant in-store activations, bringing the new MaxFresh UltraFreeze to life.
Launched the Rs.100 SKU for Colgate Maximum Cavity Protection and Colgate Herbal to make life a little easier for our consumers — no more calculating or juggling change at the counter. This has resulted in more people picking up the toothpaste they love. Colgate provided free dental check-up through across densely populated apartment complexes through mobile dental clinic. Over 5,900 residents with limited access to dentists received professional advice helping them to understand their dental health better and take steps toward healthier smiles.
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