More Co Less Gate

I missed this when it was first launched in March of 2021 but worth a mention: Colgate-Palmolive introduced CO. by Colgate — designed in collaboration by their in-house team and United Dsn — an oral beauty collection that “speaks to the next generation of beauty enthusiasts in search of brands that represent their values, complement their lifestyles, and inspire self-expression.” Is Colgate cool enough to pull off something like this? (Not that this is cool but it certainly is trying.)