Crest 3D White*

Improving More Lives with More P&G Brands

Crest 3D White*

Improving More Lives with More P&G Brands

For our most passionate oral care consumers around the world, having great teeth ranks right up there with great hair and clothes. They believe that taking good care of their mouth is as much about beauty as it is about hygiene. Beyond having healthy teeth, they want a smile that really turns heads.

But conversations and shopping trips with these consumers revealed that purchasing whitening products can be a confusing experience. It’s often unclear which products work best—and if any of them work well together. This insight led to a simple idea: Combine Crest’s best whitening technologies into one collection that’s easy to identify at the shelf and provides swift, brilliant results when used together. The result was Crest 3D White.

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NILOO FARMAND, Western European Paste Brand Manager, and FLORIAN SIEBEN, Oral Care Brand Manager for Germany, Austria and Switzerland, explain how Crest 3D White helped turn an everyday routine into a beauty regimen.

From product formulation to packaging, Crest consistently designed the 3D White regimen to communicate one clear benefit—a smile that turns heads. Once the platform was well established in 2010, Crest launched more products under the 3D White name in 2011 that continue to meet consumers’ needs—like 3D White Floss and 3D White 2-Hour Express Whitestrips.

Crest 3D White is delivering strong results. With nearly a 9% value share of the U.S. oral care market and expanding into 24 countries around the world, it’s giving 2.3 billion consumers access to a whiter smile.

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Crest 3D White is giving consumers the confidence to be their best selves every day.

*3D White is marketed under the Crest, AZ, Blend-a-Med, Ipana and Oral-B brand names, with varying offerings under each that include toothpaste, toothbrushes, whitestrips, rinses and floss.