Introducing Crest and Oral-B 3D White a Transformational Tooth Whitening Collection

CINCINNATI, April 5 /PRNewswire/ -- In the age of digital cameras, video conferencing and social networking, it is more important than ever to look our best on a daily basis.  However, according to a recent survey, Americans feel there is considerable room for improvement, as only one American in three (37%) says he or she is completely happy with his or her own smile, and nearly one in five (17%) say they avoid having their picture taken because they are self-conscious about their smile(1).

(Photo:  http://www.newscom.com/cgi-bin/prnh/20100405/NY81179 )

Having a radiant smile that leaves an unforgettable impression is now easier than ever with the introduction of the Crest and Oral-B 3D White collection, which launched in March 2010.  Start seeing a whiter smile in 1 DAY when you use the Crest 3D White collection with the Professional Effects Whitestrips.  Now everyone can have a 3D White smile that will make heads turn.  

"Research shows that many consumers are overwhelmed by the vast selection of whitening products available, which causes them to experience confusion when making purchasing decisions and ultimately express dissatisfaction with their results," says Doreen Bayliff, Vice President P&G North American Oral Care. "We created the new 3D White collection so that consumers can easily choose the ideal combination of products for them, based on their desired level of whitening, effort and price point. And, with the use of the 3D White collection, we can guarantee consumers will not only see a whiter smile, but also be happy with their results."

Clean, Whiten and Stain Protection

To manage both surface stains and those deep within the tooth, it is necessary to approach the smile care routine similarly as any beauty care routine — with daily and periodic treatment solutions.  In the case of stains, to achieve the whitest teeth possible, periodic deep treatments should be used to remove embedded stains, while daily care is necessary to removes surface stains.  

The 3D White collection was created as a system to address both the surface stains as well as embedded stains in the following ways:

1. Whitens: 3D White Professional Effects Whitestrips deep clean to get at  stains embedded below the tooth surface that cannot be reached by brushing or rinsing alone
2. Cleans: 3D White Vivid Toothpastes and Oral-B 3D White Toothbrushes remove stains on the tooth surface
3. Protects: 3D White MultiCare Rinse and Advanced Vivid Toothpaste surround teeth with a stain barrier, repelling stains to help prevent future stains from forming

3D WHITE COLLECTION:

Crest 3D White Professional Effects Whitestrips with Advanced Seal technology (Mass market retailers nationwide, $50 for 20 doses); provide professional-level whitening at home.  They should be worn once a day for 30 minutes after which, the strips remove clean, leaving nothing but a whiter smile behind.  

Its unique features and benefits include:

• Our most efficacious concentration of whitening ingredient available at retail – the same enamel-safe ingredient that dentists use
• Utilizes Advanced Seal Technology to provide an adhesive formulation that temporarily molds the strip to user's teeth for a secure fit
• The Innovative technology creates a moisture-activated, solid-gel formulation that provides advanced adhesion to fit every person's unique smile, allowing strips to be worn with ease, even when drinking a glass of water!

Crest 3D White Vivid Toothpaste (Mass market retailers nationwide, 5.8oz for $3.75); provides up to 80% stain removal for a whiter smile in 14 days.  

Its unique features and benefits include:

• Patented dual-action silica system that helps polish away surface stains to gently whiten teeth
• Unique paste-gel hybrid formulation offers the cleaning of a paste and the freshness of a gel, helping teeth feel smooth and clean
• Contains a special blend of ingredients that deliver and sustain freshness signal after use
• Radiant Mint and Refreshing Mint flavors

Crest 3D White MultiCare Whitening Rinse (Mass market retailers nationwide, 473ml for $5.89); removes and protects against surface stains for a whiter smile.

Its unique features and benefits include:

• Specially formulated with two whitening ingredients, hydrogen peroxide and sodium hexametaphosphate, that safely work together to whiten teeth by removing surface stains and protecting against future stains
• Kills bad breath germs and freshens breath without the burn of alcohol
• Fresh Mint flavor

Oral-B Pulsar 3D White Advanced Vivid Toothbrush (Mass market retailers nationwide, $6.99)

Its unique features and benefits include:

• Vibrates and polishes away surface stains on and between teeth
• MicroPulse™ bristles pivot and pulse for a clean you can feel
• Pressure-sensitive head with split head design adjusts to the contours of teeth for gentle brushing
• Gentle pulsing action disrupts plaque, while stimulating the gingival margin

Oral-B Advantage 3D White Vivid Toothbrush (Mass market retailers nationwide, $3.49)

Its unique features and benefits include:

• Polishing cups: center bristles hold toothpaste to polish away surface stains for a naturally whiter smile
• PowerTip® bristles: extra long bristles help clean hard to reach places
• Indicator™ bristles: blue indicator bristles fade halfway so you know when you replace your brush

The Crest and Oral-B 3D White collection is the solution for people who want teeth that are not just white, they're 3D White: so radiant that they stand out and leave an unforgettable impression.  

Visit 3D White for more information and retail availability.

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®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 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.

(1) GfK Roper Public Affairs & Media (2008)

SOURCE Procter & Gamble