Crest Newsroom

Oral Care Innovations

In fall 2010 Crest Pro-Health introduced Crest Pro-Health Clinical Gum Protection. The paste features a new, advanced formula that provides Crest’s highest level of protection against the plaque bacteria that can cause gingivitis and, with regular use, is clinically proven to help reverse gingivitis in just four weeks. Following the launch of Clinical Gum Protection in spring 2011 Crest launched two more Pro-Health pastes; the first is Crest Pro Health Clinical Gum Protection Invigorating Clean Mint toothpaste, which provides an invigorating clean mint flavor with advanced protection against the plaque bacteria that cause gingivitis. The second paste is Crest Pro-Health Sensitive and Enamel Shield Toothpaste, which offers sensitivity protection while guarding against enamel loss.

Crest Whitestrips revolutionized the teeth whitening industry in March 2001 with the launch of the first-ever Crest Whitestrips Classic, an at-home tooth-whitening regimen that allowed Americans to obtain a smile up to three shades lighter at far less cost than expensive in-office  treatments. Since then, Crest Whitestrips has evolved into one of the top at-home teeth whitening solutions. In April 2010 Crest again revolutionized the category by launching its first whitening regimen, Crest and Oral-B 3D White Collection, which includes Crest 3D White Professional Effects Whitestrips, Vivid Toothpaste, Multicare Rinse, and Oral-B 3D White Toothbrushes. Then in 2011 Crest broke ground once again offering the first Whitestrip that provides instant at-home whitening results with Crest 3D White 2 Hour Express Whitestrips and saw the need for a paste that whitened and strengthened tooth enamel, launching Advanced Vivid Enamel Renewal Toothpaste. Crest 3D White 2 Hour Express Whitestrips contain an innovative, thicker ingredient layer that provides significantly more enamel-safe whitening ingredient that whitens for two hours to deliver a whiter smile the very same day, and Advanced Vivid Enamel Renewal Toothpaste removes up to 90 percent of surface stains in just 14 days. When used daily, not only do users notice a whiter smile, but also strengthened and rebuilt tooth enamel below the surface. With these two new products, at-home tooth whitening is faster and easier than ever; just two hours to get smiles whiter, and brushing twice daily to help keep them that way.

In August 2011, the new Crest & Oral-B Complete product portfolio began offering a comprehensive array of products that people can feel working. From cavity protection and whitening, to fresh breath and elimination of food odors and aftertaste, the products in the new Complete Collection help people check the basics, like oral-care routine, off their list. New to the P&G Oral Care Complete family are Crest Complete Multi-Benefit Deep Clean and Crest Complete Multi-Benefit Extra White + Scope Dual-Blast toothpastes, as well as Scope Dual-Blast mouthwash. The Complete collection also includes many products that consumers are already familiar with, like Crest Whitening Expressions, Scope Outlast mouthwash, Crest Extra Whitening toothpaste, and Crest Plus Scope toothpastes.

Now families can make their oral routines easier with the introduction of the new Crest Complete Multi-Benefit Deep Clean toothpaste — providing the protection they need with an up-to-two-times-cleaner feeling and a signal telling them the whole mouth is clean. Its unique combination of ingredients — now with 33 percent more Silica than regular toothpaste and the unique Polyionic Complex made of three cleaning ingredients — leaves a lasting clean feeling after brushing.

Designed for people who want simple and effective products, new Scope Dual-Blast mouthwash and Crest Complete Multi-Benefit Extra White + Scope Dual-Blast toothpaste feature the unique dual action technology that not only kills 98 percent of bad-breath germs but the rinse blasts away strong food odors, and the toothpaste helps to eliminate strong aftertastes so that they won’t be noticed. The innovative Dual-Blast technology captures the odor emitting volatile sulfur compounds (VSCs) from foods such as garlic and onions, helping to neutralize strong food odors in the mouth. In fact, consumers can feel new Scope Dual-Blast products working — allowing them to breathe easy after savoring the flavor of their favorite foods.