Market Overview

Crest & Award-Winning Actress Gina Rodriguez Launch the NEW Crest 3D White Brilliance 2 Step Toothpaste


Today, Crest launched the new Crest 3D White® Brilliance 2 Step toothpaste with help from Golden Globe winner and actress Gina Rodriguez. All in attendance celebrated a beauty basic that never goes out of style: a polished smile. Crest invited women to #GetPolished with complimentary product samples, blow outs, and manicures on-site at DreamDry Flatiron in New York City.

Now beauty novices and junkies alike can get a polished smile every day with NEW Crest 3D White Brilliance 2 Step, containing whitening technologies so advanced they can't be combined into a single tube. The new toothpaste is enamel-safe and triclosan-free. It provides a clean you can feel from the first use along with a brighter, whiter smile in just two easy steps: step 1 deep cleans and step 2 is a whitening finisher, complete with micro-cleansers that gently polish away surface stains. Brushing with Crest 3D White Brilliance 2 Step twice daily keeps your smile up to 99% as white as a professional polish.*

"My beauty style depends on the occasion, but no matter the look I always feel confident when my beauty basics are in check: glowing skin, healthy hair, and a bright smile," says Gina Rodriguez. "With my busy schedule, I look for products that are simple and effective which is why I added Crest 3D White Brilliance 2 Step to my daily beauty routine - it's an easy way to enhance my natural smile and get that overall polished look I love."

To polish more consumers' style, Crest has partnered with DreamDry now through September 2015. In all the New York City and Chicago locations, DreamDry stylists will be providing blow out customers complimentary Crest samples and coupons. Additionally, all consumers can go to for a special $2.00 off coupon for Crest 3D White Brilliance 2 Step.

To join the conversation, share how you #GetPolished and like Crest on Facebook or follow @Crest on Twitter to receive updates and learn more about Crest 3D White.

The product is available at retailers nationwide with a suggested retail price of $14.99. Prices will vary, and all pricing, merchandising, shelving, and distribution decisions are the sole discretion of the retailer.

*with daily use. Stain assessed 4 weeks after dental cleaning.

About Crest
A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 54 years ago, it is estimated that Crest has helped prevent more than half a billion cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by The Procter & Gamble Company.

About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.

Procter & Gamble
Kris Parlett, 513-622-2311
Citizen Relations
Katelyn Driscoll, 212-613-4933

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