Crest, the brand that invented the at-home teeth whitening category with Crest 3DWhitestrips, has actually launched its first-ever leave-on teeth lightening treatment, nearly 20 years in the making. Including a beauty-inspired development formula in two ranges– with Built-in Applicator for On The Go and with Wand Applicator– new Crest Lightening Emulsions starts working quickly to deliver 5X more active hydrogen peroxide, whitening teeth with essentially no level of sensitivity. The product can be used in seconds throughout the day and absorbs quickly– simply swipe and go!
“Crest Whitening Emulsions is the culmination of almost two decades of research and development informed by consumer insights that show people are craving a teeth whitening treatment that is effective, convenient and sensitivity-free,” said Carlos De Jesus, P&G Senior Vice President, North America Oral Care. “Until now, no innovation has delivered on all three and we are confident that consumers have never seen teeth whitening like this.”
Harnessing the power of emulsion chemistry found in leading charm products, Crest Whitening Emulsions features a water-resistant hydrating base that protects teeth from whitening-related level of sensitivity. Additionally, unlike tooth pastes and paint-on gels which dilute away rapidly, the product creates a micro thin layer of active peroxide beads that remain on teeth 10X longer and keep working to remove and avoid discolorations for much better, quicker teeth whitening outcomes.
“With the introduction of Crest Whitening Emulsions, we’re revolutionizing the way people think about teeth whitening, moving beyond occasion-based whitening with a product that can be used up to four times a day with no rinsing or brushing needed,” said Paul Sagel, P&G research fellow and Crest 3DWhitestrips inventor. “Consumers can tailor their teeth whitening journey – whenever and wherever – based on their needs and can see results after just a few uses.”
“Crest Whitening Emulsions has become a staple in my everyday beauty routine and has been a game changer,” said Culpo. “It’s easy to swipe on in seconds whether I’m at home or on-the-go, and my teeth are whiter than they have ever been!”
New Crest Whitening Emulsions is now readily available in two ranges– with Integrated Applicator and with Wand Applicator– at CrestWhiteSmile.com and Walgreens today, presenting to additional retailers this fall with full national availability in February.