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Step Up Your Smile Routine and Protect Your Teeth in Just Five Minutes a Day

Care for Your Smile With New Crest Whitestrips Daily Whitening Plus Tartar


CINCINNATI, March 4 /PRNewswire-FirstCall/ -- Wouldn't you like a whitener that cares about your smile as much as you do? Protect your hottest accessory this spring: a white smile that goes beyond beauty. For the first time, you can whiten and protect your smile, all with five minutes a day, every day. Crest is proud to introduce the latest advancement in smile care and the newest addition to the Crest Whitestrips line-up: Crest Whitestrips Daily Whitening Plus Tartar Protection -- it's the brightest way to protect your smile.

"We wanted to create a product that not only whitens teeth but goes one step further to protect and care for smiles," says Sunny Jain, Senior Brand Manager, Crest Whitestrips North America. "New Crest Whitestrips Daily Whitening Plus Tartar Protection allows consumers to add protection from daily tartar build-up to their busy morning routines, without adding additional time, all with just five minutes a day, every day. Tartar protection just got beautiful."

For the first time, Crest Whitestrips goes beyond a white smile with new Crest Whitestrips Daily Whitening Plus Tartar Protection to actually protect teeth from daily tartar build-up. These new strips provide three significant benefits -- protect against daily tartar build-up, whiten and protect from everyday stain build-up and provide a gentle routine for teeth sensitive to whitening. One kit provides noticeably whiter teeth, protects against tartar plus it provides a clean, dentist-smooth feel all with just five minutes a day, every day!

"By using Crest Whitestrips Daily Whitening Plus Tartar Protection every day, your teeth will receive added protection from tartar buildup," says Dr. Robert Gerlach, Principal Scientist in Worldwide Clinical Investigations at Procter & Gamble. "The added ingredient, pyrophosphate, helps prevent the growth of calcium phosphate crystals, which are tartar-causing agents, and prevents them from adhering to teeth. The dual action ingredients on the strip interact with teeth to provide a two-part benefit available for the first time in a five minute teeth whitening strip."

How Crest Whitestrips Daily Whitening Plus Tartar Protection works is simple: Each kit contains thin, flexible strips coated with a gel formula. The strips are designed to conform to the shape of your teeth and with just five minutes a day, every day they protect against daily tartar build-up, remove stains and whiten smiles, plus the routine is gentle enough for teeth sensitive to whitening.

Beginning in March 2008, Crest Whitestrips Daily Whitening Plus Tartar Protection will be available nationwide anywhere Crest products are sold for a suggested retail price of $39.99. Each kit will each contain 38 daily doses of smile care.

Since 2001, the #1 dentist recommended brand and winner of multiple awards, Crest Whitestrips has helped bring brilliant, beautiful, bright, white 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

About Procter & Gamble

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), Gain(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(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

For more information:

Taryn Levy Kristy Parker

212.891.0404 212.891.0411

SOURCE Procter & Gamble
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All rights reserved

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