P&G pushes new premium tooth-whitening products
Antoinette Alexander
Procter & Gamble is looking to bolster its stronghold on the lucrative tooth-whitening segment at mass by extending its successful at-home line with new Crest Whitestrips Premium Plus and Crest Night Effects Premium for Sensitive Teeth.
To celebrate the launch, actress Brittany Murphy and Monica Botkier, maker of Botkier handbags, have partnered with P&G to kick off a Crest Whitestrips sweepstakes where shoppers have a chance to win 18 Botkier handbags and a kit of Crest Whitestrips Premium Plus. The contest ends May 13.
Assistant brand manager for Crest Whitestrips Jamal Muashsher told Drug Store News that P&G not only is looking possibly to increase its involvement with Sin City" star Murphy, but also has new offerings in the pipeline that could emerge within the next year.
P&G's Crest whitening products have captured a percent dollar share of the entire whitening category, according to P&G, citing ACNielsen data. For the 52 weeks ended March 20, overall sales in the tooth-whitening category reached about $110 million at drug, according to Information Resources Inc.
Crest Whitestrips Premium Plus, which retails for $, promises to get teeth noticeably whiter in 10 days. Results are expected to last for 18 months.
Crest Night Effects Premium for Sensitive Teeth, which retails for $, is a paint-on tooth-whitening gel product designed for sensitive teeth. In 18 nights, teeth are expected to be noticeably whiter.
