Crest unveils new two-step system for healthier mouth, whiter smile

CINCINNATI — Procter & Gamble’s Crest has unveiled its latest advancement in oral care with Crest Pro-Health [HD], a new two-step system formulated for deep cleaning and advanced whitening that promises to go beyond ordinary toothpaste.



According to P&G, Crest Pro-Health [HD] isolates key ingredients into two separate steps to deliver results:

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  Step one is a purifying cleanser, containing optimized active ingredient stannous fluoride, which strips plaque away and helps reverse gingivitis while fighting cavities.


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  Step two is a gel formulated with hydrogen peroxide, which whitens and polishes teeth by removing surface stains.

To help promote the launch, Crest is partnering with actor Taye Diggs to create a short video that showcases the new daily two-step system in action. The video will live on Crest’s YouTube channel and features Diggs in a way that consumers have never seen before. Crest is encouraging consumers to share the video and their #HealthyObsession in creative ways, while embracing Crest Pro-Health [HD] as part of their new oral care routine.

Brushing regularly with Crest Pro-Health [HD] can result in 35% less overnight plaque versus regular fluoride toothpaste. The two-step system (one minute per step, think shampoo and conditioner) delivers 73.4% more stain prevention versus regular fluoride toothpaste, according to P&G.



Suggested retail price for the new Crest Pro-Health [HD] is $14.99. Crest Pro-Heath [HD] is hitting retailers nationwide beginning in February.