Colgate-Palmolive is entering into a marketing and development collaboration with medical home healthcare and wellness product developer Omron Healthcare.
The alliance will see the companies producing a series of new oral care solutions, including a range of electric toothbrushes based on Omron technology that will be launched this year.
It will be the first time that Colgate - the industry leader in the manual toothbrush field and a prominent player in the battery-powered brush sector - has expanded into the electric toothbrush category.
This partnership will leverage Omron's engineering, manufacturing and technological expertise, plus Colgate's global marketing reach, consumer insights and research capabilities.
Issam Bachaalani, vice-president and general manager of Colgate-Palmolive's global toothbrush division, said: "We are committed to improving oral health around the world and through this new relationship with Omron, we will be further expanding our ability to meet the oral care needs of more consumers and dental professionals."
Last month, the company expanded its product range with the launch of New Colgate Kids, a range of toothpaste products designed for everyday use by youngsters.See all the latest jobs in Dental