REPORT
May 3, 2016
Does the personal care aisle need dehydrating?

From soapy shower gel suds to the toothpaste rinse, a lot of water is used in daily personal care routines. As calls to save every drop get louder – two-thirds of the world’s population may face water shortages by 2025 – is it time for people and brands to be more conscious of their water waste?

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Scope

The Super Bowl is known for being an advertising extravaganza, with brands vying to outdo each other in their 30-second segments. But in 2016, Colgate bucked the trend with its #EveryDropCounts ad, which didn’t feature a single product, instead focusing on reducing water waste.