Matcha, the AI expert to help your shoppers navigating complex categories (already active on Intermarché Drive and Carrefour), and Colgate-Palmolive have announced a partnership to meet the rapidly evolving demands of the personal care market (oral care, soaps, shower gels etc.), a sector increasingly seeking innovation. The collaboration represents a significant step in transforming the industry, particularly in oral care, which has grown by +6.2% and reached €1.05 billion in revenues between January and April 2024*.
A market in transformation
While encompassing everyday products, the personal care market, valued at €3.3 billion (+3.5%) between January and May 2024**, is becoming increasingly complex. This is due to breakthroughs in science, technology, and to rising consumer expectations. Faced with a saturated market that often overwhelms them, consumers are increasingly seeking solutions that enable them to make informed choices quickly.
Notably, 42% of e-shoppers for toothpaste*** and 53% for body care products**** expressed interest in receiving complementary product recommendations. This highlights the need to improve product visibility and cross-category connections to simplify decision-making for complete care routines. It is with these challenges in mind that Colgate-Palmolive decided to partner with Matcha.
"At Matcha, we focus on categories where consumers face significant complexity and difficulty in making choices, which translates into underperformance for our retailer clients. Personal care and beauty have been on our radar for some time, and we’re thrilled to tackle this new challenge alongside Colgate-Palmolive," said Thomas Dayras, CEO & Co-founder of Matcha.
Matcha Advisor for a personalised shopping experience
Following its success in categories such as wine, beer, spirits, and coffee, Matcha is expanding its expertise into other complex categories by teaming up with Colgate-Palmolive. The collaboration begins with a dedicated personal shopper for oral care, which is already available, and will soon extend to body care.
With this solution, consumers can quickly find products tailored to their needs and preferences. Matcha’s AI, developed since 2018, analyses the characteristics of each product and matches them with consumer expectations to deliver personalised recommendations. This partnership reshapes how personal care products are presented to shoppers, helping build confidence in selecting items that suit specific needs.
"When we discovered Matcha's solution, we were convinced by its added value. It offers unprecedented support to e-shoppers by providing all the tools they need to make their selection while allowing for optimal product promotion," said Caroline Sence, e-Category Manager at Colgate-Palmolive. Marc Vandebeuque, e-Merchandiser, added: "It’s a complete e-merchandising solution for highly visited sections, combined with perfectly tailored cross-selling capabilities."
ABOUT COLGATE-PALMOLIVE
Colgate-Palmolive is a growing, innovative and caring company that is re-imagining a healthier future for all people, their pets and our planet. Focused on oral care, personal CARE, home care, and pet nutrition, the company sells products in over 200 countries and territories under brands such as Colgate®, Palmolive®, elmex®, hello®, meridol®, Sorriso®, Tom’s of Maine®, Hill’s Science Diet® and Hill’s Prescription Diet®.
ABOUT MATCHA, the AI sales expert to guide your shoppers and power-up your sales
Founded in 2018, Matcha develops an AI-powered personal shopper to guide consumers through complex categories such as wine, beer, spirits, coffee, and now personal care. The company also offers an e-retail media solution to promote the right product at the right time and provides access to shopper behavioral data. Its tech-driven and passionate team addresses the needs of consumers, retailers, and brands.
*Source : Circana, MAT at Avril 28, 2024, across all large and medium-sized retailers channels
**Source : Circana, MAT P5 2024, across all large and medium-sized retailers channels
***Source : Bascule data, September 2021 - April 2024
****Source : Bascule data, Septembre 2021 – Avril 2024 ; Bilendi study April 2024, 500 surveyed
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