Crest Ushers in New Era for Toothpaste With Crest Pro-Health [HD], A Two-Step System for a Healthier Mouth and Whiter Smile

Today, Crest has unveiled its latest advancement in oral care with Crest Pro-Health [HD], a brand new two-step system formulated for deep cleaning and advanced whitening that goes beyond your ordinary toothpaste. With beauty and wellness trends continuing to gain in popularity, Crest is stepping up to address consumer needs with an oral care offering never seen before. With just two minutes of brushing, users will feel the difference from the first use. Crest Pro-Health [HD] is sure to top consumer’s health and beauty lists in 2015 as their next #HealthyObsession.

Crest Pro-Health [HD] works to deliver a 6X healthier mouth† & 6X whiter smile* in one week, and freshens breath. It isolates key ingredients into two separate steps to deliver outstanding results:

• Step One: is a purifying cleanser, containing optimized active ingredient stannous fluoride, which strips plaque away and helps reverse gingivitis while fighting cavities.
• Step Two: is a perfecting gel, formulated with hydrogen peroxide, which whitens and polishes teeth by removing surface stains leaving your mouth with an amazing clean.

To help celebrate healthy obsessions – those healthy habits you just can’t quit, Crest is partnering with actor, Taye Diggs to create a short video that showcases the new daily two-step system in action. The video will live on Crest’s YouTube channel and feature Diggs in a way that consumers have never seen before. Crest is encouraging consumers to share the video and their #HealthyObsession in creative ways, while embracing Crest Pro-Health [HD] as part of their new oral care routine.

By using the two steps for two minutes, one minute for each step, you’ll help upgrade your smile to a healthier, more luminescent one*. Diggs knows the health of his mouth is just as important as the overall health and physical fitness of his body.

“From workouts to healthy treats, my morning routine is full of healthy obsessions,” says Diggs. “I’m excited to join the #HealthyObsession conversation with Crest Pro-Health [HD], the latest addition to my routine.”

Brushing regularly with Crest Pro-Health [HD] can result in 35% less overnight plaque vs. regular fluoride toothpaste i. The two-step system (one minute per step, think shampoo and conditioner) delivers 73.4% more stain prevention vs. regular fluoride toothpaste ii. Crest Pro-Health [HD] transforms ordinary brushing into an extraordinary experience, resulting in a healthy†, bright white smile.

To share your #HealthyObsession like Crest on Facebook or follow the brand on Twitter (@Crest) to receive updates and learn more about Crest Pro-Health [HD].

Suggested retail price for the new Crest Pro-Health [HD] is $14.99. Crest Pro-Heath [HD] will be available at retailers nationwide beginning February 2015. To learn more, please visit www.crest.com.

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 more than half a billion 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 nearly five billion people around the world with its brands. The Company has 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®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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†Gingivitis reduction via Step 1 stannous fluoride vs. ordinary toothpaste
*vs. ordinary toothpaste
iVia Step 1 stannous fluoride antibacterial toothpaste
iiIn a clinical study measured at 10 weeks

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