Crest 3D White® Introduces Innovative Brilliance Collection

Procter & Gamble News Release:

Crest 3D White® Introduces Innovative Brilliance Collection

CINCINNATI--(BUSINESS WIRE)--Feb. 3, 2014-- Today Crest 3D White® introduced the new Crest 3D White® Brilliance Collection composed of two advanced products including Crest 3D White® Brilliance Toothpaste and Crest 3D White®Brilliance Boost both designed to enhance your beautiful white smile. Working to amplify your smile like never before, the new collection showcases Crest 3D White’s® continual innovation in the whitening category. Crest 3D White® Introduces Innovative Brilliance Collection (Photo: Business Wire) New Crest 3D White®Brilliance Toothpastecombines advanced whitening technology alongside advanced freshness. Containing a special Illuminating Complex, the toothpaste is designed to give shine and luster for a brilliant smile after just one use. It utilizes micro-cleansing whiteners to polish away surface stains and reaches areas between teeth to clean with a gentle foaming action. Designed to be used in conjunction with Crest 3D White® Brilliance Toothpaste, the Crest 3D White® Brilliance Boostcontains three times the amount of stain lifting ingredient compared to Crest 3D White® toothpastes to target surface stains from coffee, tea, wine, and smoking. Additionally, the formula works to boost a smile’s brightness and amplify whiteness after every brushing thanks to a concentrated micro-polishing complex. The booster’s innovative whitening ingredient also adheres to the tooth’s surface while releasing stains, working to refine for a smile that shines. The formula is non-fluoride and can be added to your daily routine. “The Crest 3D White® Brilliance Toothpaste and Crest 3D White® Brilliance Boost mark innovative additions to the Crest 3D White® collection that will provide our consumers with a smile that is dazzlingly white, brilliantly clean and amazingly fresh,” said Rishi Dhingra, Marketing Director, Procter & Gamble. “Crest 3D White® now offers even more ways to whiten and clean.” The duo represents the latest in 3D White® technology, contributing to the award-winning collection currently available at retailers nationwide. This past summer the brand also announced its first ever global partnership with multi-platinum artist and two time GRAMMY award-winning star, Shakira. An ambassador that embodies the multi-dimensional smile, Shakira is representing the brand globally including all the Crest 3D White® products. The new Crest 3D White® Brilliance Toothpaste and Crest 3D White® Brilliance Boost will be available at Walmart andTarget beginning February 1, 2014 for $5.99 each. They can be found in drugstores, mass retailers nationwide and onwww.3DWhite.com beginning March 2014. For more information on Crest 3D White® visit www.3DWhite.com and check outwww.Facebook.com/CrestWhitestrips. About Procter & Gamble P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, AmbiPur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, 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.