Procter & Gamble is expanding the equity of Crest Pro-Health Rinse mouthwash with the introduction of Crest Pro-HealthToothpaste, a product that combines therapeutic oral care and whitening benefits in one formula, according to the firm.

"Crest Pro-Health Toothpaste is the result of more than 10 years of testing and development to create a dentifrice that successfully merges the gold standards in health technology with whitening benefits," P&G said.

The company notes the toothpaste is the "first and only" of its kind with the ADA seal of acceptance for "cavity protection, sensitivity, tartar/calculus, whitening, breath, gingivitis and plaque benefits."

The product will join Crest Pro-Health Rinse, the oral care brand's first mouth rinse, which debuted last year also featuring multiple oral care benefits (¹ Also see "Crest Mouthwash To Be Presented As Alternative To “Intense Experience”" - Pink Sheet, 14 February, 2005., p. 13).

Crest Pro-Health Toothpaste is formulated with Polyfluorite System , an exclusive technology found to reduce gingivitis by up to 21% and gum bleeding by up to 57% in a six-month clinical trial that included a negative control, P&G said.

Additionally, the system reduces tartar up to 56% better than leading anticalculus toothpaste, and reduces plaque by up to 23% versus baseline and up to 8% compared to ordinary toothpaste, the firm added.

Polyfluorite System is a combination of stabilized stannous flouride (0.454%) and sodium hexametaphosphate, an advanced whitening agent, according to P&G.

Stannous flouride "helps kill and inhibit bacteria," while sodium hexametaphosphate "gently polishes away extrinsic surface stains and protects against new stains," the company said.

Launching in mass retail doors nationwide in August, Pro-Health Toothpaste will be offered in two flavors: Clean Mint and Cinnamon. A 6 oz. tube will retail for $3.99, the company said.

-Melina Vissat

Crest Pro-Health Benefits Squeezed Into Whitening Toothpaste

More from Archive

More from Pink Sheet