New Study Shows Whiter Teeth Can Lead to Greater Success in Work and Love

Individuals Seen as More Attractive, Confident, Trustworthy and Financially

Successful with Whiter Teeth

May 30, 2007, 01:00 ET from Procter & Gamble

    CINCINNATI, May 30 /PRNewswire-FirstCall/ -- Today, results of a study
 conducted by an independent research firm provide new evidence that a
 beautiful white smile has a direct effect on successful interpersonal
 interactions, both socially and professionally. "The Impact of Whiter Teeth
 on Key First Impressions" study, commissioned by Crest Whitestrips, shows
 that a whiter smile substantially affects how others think of you when you
 first meet.
     According to the three-part study, which included simulated job
 interviews, simulated first dates and a quantitative online survey; more
 than half of the study participants were more likely to be hired (58%) and
 received larger salary offers (53%) after their teeth had been whitened.
 The study also found that evaluators expressed a greater interest in
 continuing their interaction or "date" with more than half of the study
 participants (54%) after their teeth had been whitened.
     "This study provides some of the first findings that speak to the
 powerful benefits of having a whiter smile," says Dr. Dacher Keltner, smile
 psychologist and Professor of Psychology at University of California at
 Berkeley. "Visible from 200 feet, it is the intense focus of what other
 people look at, and a sign of our warmth, confidence, and health."
     During the simulated job interviews, it was also found that a majority
 of the study participants were viewed to be more professional (65%) and
 more confident (61%) after their teeth had been whitened. And, on their
 simulated first dates, more than half of study participants were viewed to
 be more outgoing (59%) after their teeth had been whitened.
     The third part of the study, a quantitative online survey of 1,006
 people, was consistent with the first two studies conducted, finding that
 individuals with whiter teeth have more positive attributes than
 individuals with stained teeth across the following variables: financial
 success, trustworthiness and professional success. Regardless of gender,
 age, income, education, employment or martial status, participants came to
 the same conclusion.
     Additionally, participants were asked about the importance of personal
 appearance. Across the board, the majority agrees a person's appearance is
 an indication of their:
     -- Professional success (68%)
     -- Financial success (64%)
     -- Trustworthiness (52%)
     "White teeth clearly extend far beyond just our smiles," says Sunny
 Jain, Brand Manager for Crest Whitestrips. "We've provided whiter smiles to
 more than 30 million people and are thrilled the results of this study
 affirm their positive affect on social and professional situations."
     Studies One and Two: Romance/Employment
     Study One and Study Two were conducted by Kelton Research in two stages
 on January 11th and January 18th at Loyola Marymount University in Los
 Angeles, California in which different independent evaluators assessed
 research subjects before and after use of an at-home whitener. Guidelines
 were set to ensure a representative sample based on gender, age, and
 income. Eighty randomly selected participants took part in this study. Each
 was screened to ensure that they did not have any dental work resistant to
 teeth whitening agents. Neither participants nor evaluators were informed
 about the intent of the study. Evaluators in the employment study were
 required to be accredited or working human resource professionals.
     Study Three: Quantitative Validation
     In Study Three, data were collected by Kelton Research among 1,006
 nationally representative respondents between January 1st and January 15th,
 2007 using an email invitation and an online survey. Quotas were set to
 ensure reliable and accurate representation of the total U.S. population.
 In this particular study, the chances are 95 in 100 that a survey result
 does not vary, plus or minus, by more than 3.1 percentage points from the
 result that would be obtained if interviews had been conducted with all
 persons in the universe represented by the sample.
     A more detailed report including the study's complete findings, case
 studies of individual participants and an extensive description of the
 methodology used is available upon request.
     About Crest Whitestrips
     Since 2001, Crest Whitestrips has helped bring brilliant, beautiful,
 brighter, whiter smiles to more than 30 million people. These people have
 made Crest Whitestrips their best beauty secret, transforming their smiles
 into the must-have accessory of any season. For more information, visit The Crest Whitestrips family includes something for
 every lifestyle to ensure tooth whitening can easily fit into a person's
 beauty/grooming routine, including Crest Whitestrips Classic, Crest
 Whitestrips Premium, Crest Whitestrips Premium Plus, Crest Whitestrips
 Renewal and Crest Whitestrips Daily Multicare.
     About Procter & Gamble (NYSE:   PG)
     Three 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(R), Tide(R), Ariel(R),
 Always(R), Whisper(R), Pantene(R), Mach3(R). Bounty(R), Dawn(R),
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 Gillette(R), and Braun. The P&G community consists of almost 140,000
 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G
 and its brands.
     About Kelton Research
     Kelton Research is a full service market research consultancy with
 offices in Los Angeles, New York, and Washington DC. Kelton serves as a
 strategic partner to both Fortune 500 corporations and smaller companies,
 utilizing a wide range of qualitative and quantitative methodologies to
 drive tactical recommendations for clients. For more information about
 Kelton's services visit

SOURCE Procter & Gamble