Crest Disrupts Teeth Whitening Category With the Launch of New Crest Whitening Emulsions, its Biggest Innovation Since 3DWhitestrips

Crest, the brand that invented the at-home teeth whitening category with Crest 3DWhitestrips, has launched its first-ever leave-on teeth whitening treatment, nearly 20 years in the making. Featuring a beauty-inspired breakthrough formula in two varieties – with Built-in Applicator for On The Go and with Wand Applicator – new Crest Whitening Emulsions starts working instantly to deliver 5X more active hydrogen peroxide, whitening teeth with virtually no sensitivity. The product can be applied in seconds throughout the day and absorbs quickly – just swipe and go!

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Revolutionary NEW Crest Whitening Emulsions leave-on teeth whitening treatment can be applied in seconds to deliver 100% whiter teeth with virtually no sensitivity. (Photo: Business Wire)

“Crest Whitening Emulsions is the culmination of almost two decades of research and development informed by consumer insights that show people are craving a teeth whitening treatment that is effective, convenient and sensitivity-free,” said Carlos De Jesus, P&G Senior Vice President, North America Oral Care. “Until now, no innovation has delivered on all three and we are confident that consumers have never seen teeth whitening like this.”

Harnessing the power of emulsion chemistry found in top beauty products, Crest Whitening Emulsions features a water-resistant hydrating base that protects teeth from whitening-related sensitivity. Additionally, unlike toothpastes and paint-on gels which dilute away quickly, the product creates a micro thin layer of active peroxide droplets that stay on teeth 10X longer and keep working to remove and prevent stains for better, faster teeth whitening results.

“With the introduction of Crest Whitening Emulsions, we’re revolutionizing the way people think about teeth whitening, moving beyond occasion-based whitening with a product that can be used up to four times a day with no rinsing or brushing needed,” said Paul Sagel, P&G research fellow and Crest 3DWhitestrips inventor. “Consumers can tailor their teeth whitening journey – whenever and wherever – based on their needs and can see results after just a few uses.”

To showcase Crest Whitening Emulsions as a beauty and grooming must-have, the brand teamed up with beauty and fashion gurus Olivia Culpo and Patrick Starrr to create a YouTube video highlighting how beauty starts with a smile, and a smile starts with Crest Whitening Emulsions.

“Crest Whitening Emulsions has become a staple in my everyday beauty routine and has been a game changer,” said Culpo. “It’s easy to swipe on in seconds whether I’m at home or on-the-go, and my teeth are whiter than they have ever been!”

New Crest Whitening Emulsions is now available in two varieties – with Built-In Applicator and with Wand Applicator – at CrestWhiteSmile.com and Walgreens today, rolling out to additional retailers this fall with full national availability in February.

• With Built-In Applicator: 1 minute apply & go variety that includes (1) 10g leave-on teeth whitening treatment tube filled with Crest Whitening Emulsions, available for $50.00.
• With Wand Applicator: Includes (1) 25g leave-on teeth whitening treatment tube filled with Crest Whitening Emulsions, (1) wand applicator for easy application and (1) stand for counter storage, available for $60.00.

About Crest

A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 54 years ago, it is estimated that Crest has helped prevent countless cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by The Procter & Gamble Company.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com/ for the latest news and information about P&G and its brands.

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