Procter & Gamble is relaunching a selection of oral-care offerings from its Crest and Oral-B brands, grouping the products under the new 3D White umbrella for ready consumer recognition.

The collection is targeted to "people who want teeth that are not just white, they're 3D White: so radiant that they stand out and leave an unforgettable impression," according to the firm's March 1 release.

Used together, the products address both surface and embedded stains, driven by Crest 3D White Professional Effects Whitestrips with Advanced Seal technology ($50 for 20 doses), offering professional-level whitening at home and enabling consumers to "start seeing results after just one day," P&G says.

The newly packaged lineup also includes Crest 3D White Vivid Toothpaste ($3.75 for 5.8 oz.), which "provides up to 80% stain removal for a whiter smile in 14 days"; Crest 3D White MultiCare Whitening Rinse ($5.89 for 473 mL), which helps to form a protective stain barrier around teeth; and two Oral-B toothbrushes, the Advantage 3D White Vivid Toothbrush and vibrating Pulsar 3D White Advanced Vivid Toothbrush.

"Research shows that many consumers are overwhelmed by the vast selection of whitening products available, which causes them to experience confusion when making purchasing decisions," says Doreen Bayliff, vice president of P&G North American Oral Care. "We created the new 3D White collection so that consumers can easily choose the ideal combination of products for them," she explains.

In preparing for the launch, P&G partnered with online lifestyle resource DailyCandy, which brings members - through daily e-mails - a "handpicked selection of all that's fun, fashionable, food-related and culturally stimulating."

The collaboration allowed P&G to send a "call to action" to 207,500 people, offering the opportunity to sample its 3D White collection "in return for their honest feedback." More than 19,000 DailyCandy members signed up in just one day, generating buzz and providing the firm with valuable consumer insight, it notes.

P&G noted last year that innovation in its oral-care segment was one way it aimed to recapture beauty market share (¹ Also see "P&G To Recover Eroding Market Share With Innovation Investment" - HBW Insight, 1 June, 2009.).

- Ryan Nelson ( ² r.nelson@elsevier.com )

P&G Restages Oral-Care Items For 3D Whitening Results "After Just One Day"

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