P&G's Crest introduces Crest 3D White Glamorous White Toothpaste and Crest 3D White Intensive Professional Effects Whitestrips that brightens smile after brushing, removes up to 90% of surface stains in five days

Michelle Rivera

CINCINNATI , February 10, 2012 (press release) – Crest® is proud to introduce Crest® 3D WhiteTM Glamorous White Toothpaste and Crest 3D White Intensive Professional Effects Whitestrips, the newest additions to the Crest 3D White collection of award-winning products. NEW Crest 3D White Glamorous White Toothpaste utilizes a breakthrough shine technology that noticeably brightens your smile after just one brushing. It also removes up to 90 percent of surface stains in just 5 days. As the latest innovation in Whitestrips, the Crest 3D White Intensive Professional Effects Whitestrips provide professional-level whitening results in just 7 days and contain the same enamel safe ingredient that dentists use to penetrate below the enamel surface for noticeable results—so that you can leave an unforgettable impression.

“We created Crest 3D White Glamorous White Toothpaste to deliver fast and efficacious whitening results for a whiter, brighter smile,” said Doreen Bayliff, General Manager, P&G North American Oral Care. “The new formula was specially designed with a dual silica system and Crest 3D White’s proprietary radiance technology to help deliver the instant shine results that you want. To complement the powerful Crest 3D White collection, we developed Crest 3D White Intensive Professional Effects Whitestrips, which whiten as well as a $500 professional treatment1,” said Bayliff.

To celebrate the launch of the newest Crest 3D White products and bring bright smiles to the runway at New York Fashion Week 2012, Crest 3D White has partnered with Gen Art, an arts and entertainment organization dedicated to showcasing emerging talent, to give designers the stand-out moment of a lifetime with the “Little White Wardrobe” Design Competition and presentation at Gen Art New Garde. As part of the competition, emerging fashion designers were challenged to create a glamorous and radiant collection inspired by the must-have beauty accessory of fashion week, Crest 3D White. Fashion designers from across the country submitted their looks, but it was Wen Shi from New York City that outshined them all and was awarded the opportunity to showcase her capsule collection on the runway at Gen Art New Garde presented by Crest 3D White.

Crest 3D White is also teaming up with author, fashion designer and Gen Art alumni, Whitney Port, who knows the importance of having a glamorous white smile that’s ready for the flashing cameras. “As a fashion designer and someone who is often in the spotlight, it is important for me to be ready for any occasion,” said Port. “I use the new Crest 3D White Glamorous White Toothpaste and Crest 3D White Intensive Professional Effects Whitestrips to ensure my smile is brighter and whiter. After all, a white smile is one of the best accessories…it never goes out of style!”

Crest 3D White is the #1 most awarded whitening brand by beauty magazine editors and the NEW Crest 3D White Glamorous White Toothpaste and Crest 3D White Intensive Professional Effects Whitestrips join the ground-breaking 3D White collection of products to deliver whitening results—satisfaction guaranteed.

Crest 3D White Glamorous White Toothpaste Features and Benefits:

Shines to brighten in just 1 DAY
Removes up to 90 percent of surface stains in just 5 days
Provides a more lustrous smile by whitening and brightening
Whitens by lifting and polishing away surface stains with proprietary micro-cleansing whiteners
Strengthens weakened enamel
Removes surface stains in hard to reach places with gentle foaming action
Vibrant Mint flavor

Crest 3D White Intensive Professional Effects Whitestrips Features and Benefits:

To unleash the whitening results you would expect from a dentist, the power is in the strip— Crest 3D White Intensive Professional Effects Whitestrips whiten as well as a $500 in-office professional treatment1
The Crest 3D White Intensive Professional Effects Whitestrips are Crest’s most powerful whitening system, providing visible results after just 1 USE
Contain the same clinically proven and enamel safe ingredients dentists use, providing professional-level whitening, satisfaction guaranteed
Stains are removed below the enamel surface to deliver a whiter, brighter smile that lasts
Apply for two hours daily for seven days

Crest 3D White Intensive Professional Effects Whitestrips is now available at mass retailers and drugstores nationwide. Crest 3D White Glamorous White Toothpaste will be available at mass retailers and drugstores nationwide starting in March 2012. For more information, visit www.3DWhite.com, “like” us on Facebook at www.facebook.com/CrestWhitestrips or follow us on Twitter at @Crest.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

ABOUT GEN ART

Gen Art is a national organization dedicated to showcasing and elevating emerging talent in film, fashion, music and visual arts. Gen Art hosts an array of signature events including the Gen Art Film Festival, Summer Screening Series, and Fresh Faces in Fashion. Gen Art has a 16 year history cultivating an extensive following of loyal consumers who view them as arbiters of emerging talent. With an expertise in experiential and event marketing that aligns brands with talent and entertainment industries, Gen Art creates dynamic integrations that ensure audience engagement is both immersive and organic while supporting and maintaining the integrity of the artist’s work. Gen Art has a long history of working with a variety of prominent brands.

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