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Crest is Procter & Gamble's popular toothpaste that was first introduced to consumers in 1955. Crest was the first fluoride toothpaste clinically proven to be effective in preventing cavities and tooth decay. As such, the original Crest product was hailed as a major scientific breakthrough and it received an endorsement from the American Dental Association® (ADA) as an "effective decay-preventive dentifrice that can be of significant value."
Immediately following Crest's introduction, Procter & Gamble began work at developing an improved version of Crest that could offer even better cavity protection. This was a long and difficult process that lasted 25 years and involved testing over 70 toothpaste formulas — not one was able to beat Crest at fighting cavities. Finally, in 1980, two separate clinical studies — lasting three years each — confirmed a new Crest formula that offered significantly better cavity protection than original Crest. The new product was named Advanced Formula Crest and its cavity – fighting system was named Fluoristat. The improved product once again received ADA endorsement and was introduced to consumers in 1981.
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