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
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
www.whitestrips.com. 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),
Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R),
Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella,
Gillette(R), and Braun. The P&G community consists of almost 140,000
employees working in over 80 countries worldwide. Please visit
http://www.pg.com 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 www.keltonresearch.com.
SOURCE Procter & Gamble