Thinking outside the whitening strip

Despite the industry saying that at-home tooth whitening is perfectly safe, consumers still tend to be wary. According to research from Mintel, 39% of consumers express some level of concern regarding increased sensitivity specifically from whitening/bleaching their teeth, and sales figures in this category have seen a steady decline since 2013. Between the three top-selling whitening kits, data from IRI indicated an average drop of 29% in sales from 2014 to 2015.

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This drop is likely due to combined factors of tooth sensitivity, a resulting fear of tooth whitening products and the overall hassle involved in using these products. Typical whitening trays require the consumer to prepare the trays and wear them — and avoid any activity with their mouth while they do so. According to Mintel, consumers are seeking alternative products that feel more like a natural part of their oral care routines, such as oral rinses and toothpastes that whiten, as well as clean.



Crest has sought to address this with their new Crest 3D White Brilliance 2-Step Toothpaste System. “The new system is formulated for deep cleaning and advanced whitening through a daily two-step system,” said P&G spokesman Kris Parlett. “The Crest 3D White Brilliance Toothpaste system contains microcleansing whiteners that gently polish away surface stains from teeth.”



It’s not surprising that Crest would seek to expand its offering with whitening toothpastes since two of its three best-selling toothpastes have been ones that offer a whitening benefit. According to IRI, Crest 3D White and Crest Whitening Plus Scope were top sellers for the brand in the 52-week period ended May 7. Colgate Optic White toothpaste was also in the top five selling toothpastes for the same period. Crest 3D White and Colgate Optic White were two of the top 20 mouthwashes.