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The Quest for America's Life in Beautiful Smiles: Captured in Photography
Date:4/4/2008

Crest Whitestrips Partners with Nigel Barker to Create Gallery of Beautiful

Smiles Curated by Gen Art

NEW YORK, April 4, 2008 /PRNewswire-FirstCall/ -- Calling all beautiful, healthy smiles! To celebrate the launch of a new generation of smile care, Crest Whitestrips Daily Whitening + Tartar Protection -- the five minute daily solution for your smile to whiten and protect against tartar build-up -- Crest Whitestrips and Gen Art have partnered to host "My Life in Smiles," a national, amateur photography competition to showcase America's greatest smile moments.

To commemorate America's life in smiles and help entrants gain national exposure and recognition as a photographer, Crest Whitestrips and Gen Art have enlisted a judging panel including renowned photography industry experts to select twenty-five semi-finalists within five categories. The panel includes internationally recognized fashion photographer, Nigel Barker, Stephanie Kim, Photo Director for Woman's Day, Phillip Block, Deputy Director for Programs, Director of Education for the International Center of Photography, Carrie Schupper, Director of Art Programming for Gen Art and David Dintenfass, Associate Marketing Director, North American Oral Care, Procter & Gamble.

"Capturing a beautiful moment in a photo is something I'm very passionate about," said Nigel Barker. "I'm happy to help Crest Whitestrips on their mission to inspire photographers everywhere to capture smile moments and would encourage aspiring photographers to express themselves through their photos."

America will vote for their favorite photograph by logging onto http://www.MyLifeInSmiles.com . The winning images will be featured at a Smile exhibition held in June at Openhouse Gallery in New York City where Crest Whitestrips and Gen Art will host a press conference and cocktail reception. One grand-prize winner will receive an all expenses paid trip for two to attend the opening plus a cash prize -- now that's something to smile about! Semi-finalists will receive a kit of the new Crest Whitestrips Daily Whitening + Tartar Protection to ensure they have picture-perfect, white teeth everyday.

"We wanted to create an interactive way for consumers to show how special a smile is by sharing their life in smiles with America," said David Dintenfass, Associate Marketing Director, North American Oral Care, Procter & Gamble. "Because of their credibility and expertise, we are excited to partner with Gen Art, the leading arts and entertainment organization dedicated to showcasing the best emerging talent."

For more information and to enter, visit http://www.MyLifeInSmiles.com from April 4 through April 30, 2008 to submit a photo of your favorite smile moment within the following five categories: (1) Self Portrait: When I Smile, (2) Special Occasions: Evoking the Emotion of a Smile, (3) Abstract: Creative Angles of a Smile, (4) Say Cheese! Everyday Smiles, (5) Just Smiles: Many Smiles.

About Gen Art:

Gen Art is the leading arts and entertainment organization dedicated to showcasing emerging fashion designers, filmmakers, musicians and visual artists. With offices in New York, Los Angeles, San Francisco, Miami and Chicago, Gen Art produces over 100 events annually ranging from a week-long film festival to star-studded fashion shows, live music programming, art exhibitions, multi-media events and much more. Since its inception in 1994, it has showcased over 1,000 emerging artists. Gen Art strives to provide access to the film, fashion, art and music worlds for those that are interested in these areas, but often are intimidated by the exclusive nature of these art / entertainment realms. Gen Art has cultivated a loyal following of 21-39 year olds who want to keep in touch with new developments in the arts and who strive to be in-the-know about new happenings in their city.

About Crest Whitestrips:

Crest Whitestrips makes it easy and affordable to get a bright, white smile by using the same enamel-safe whitening ingredient dentists use to get out stains on and beneath the surface of teeth. Since 2001, the #1 dentist recommended brand and winner of multiple awards, 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 http://www.whitestrips.com .

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 over 135,000 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.

For more information:

Taryn Levy Kristy Parker

212-891-0404 212-891-0411

tlevy@devries-pr.com kparker@devries-pr.com


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SOURCE Procter & Gamble
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