New Crest Toothpaste Combines Cosmetics and Science in One Tube
It's been touted as the greatest innovation in toothpaste since
fluoride was introduced in 1955; the future of oral health care; and
the best toothpaste to ever be put to market. After ten years of
research and development, Crest is about to launch the toothpaste to
end all toothpastes: Crest Pro-Health.
At the product launch at The American Museum of Natural History in
New York City, the American Dental Association (ADA) and Crest
introduced Crest Pro-Health, the only toothpaste that claims to protect
against cavities, gingivitis, plaque, tarter, stains, tooth sensitivity
and bad breath.
For decades, hundreds of toothpastes have promised to be the
healthiest, the toughest stain removers and the freshest tasting. And
with such a myriad of colours and flavours to choose from, consumers
have been left wondering what actually works. And without a doubt,
there are going to be many who question Crest's long-awaited discovery
But according to Dr. Robert Fazio, an assistant clinical professor
in surgery at Yale School of Medicine, Crest is the first toothpaste
that can actually protect against a number of dental ailments. Until
now, Fazio says, toothpaste companies have struggled to create a
formula that balances fighting tartar with cavity control with bad
breath and cosmetic whitening. In the past, the only effective way to
achieve healthy teeth with a whiter smile was to use two or three
products. That is, until Pro-Health.
As soon as the toothpaste hits your mouth, you notice an immediate
difference. In a sample provided to Digital Journal, the toothpaste
felt grainier than normal, almost as though the product exfoliates
tartar and plaque from your teeth. After rinsing, your mouth is left
with a tingly, just-left-the-dentist sensation and your teeth feel
clean all day.
In fact, the science behind this toothpaste is actually what makes
it work so well, as it includes two very important ingredients
Stannous Fluoride and Sodium Hexametaphosphate. Stannous Fluoride is
the only active ingredient to treat cavities, gingivitis and tooth
sensitivities, while Sodium Hexametaphosphate is purported to be the
best cosmetic cleaning ingredient.
"Crest always has science to back their claims," says Fazio. "For
the first time in 51 years, we have a toothpaste that does everything
we want in one package, and that makes my job as a dentist much easier."
Robert Gerlach, a member of the Crest Product Development Advisory
Board, says some toothpaste companies spend less than ten weeks in
research and development. Crest's decade-long venture signals the
product's thoroughness and complex chemistry.
In addition, the response from the ADA has been unprecedented.
Gerlach says Crest Pro-Health has already been approved be the
association and it hasn't even been released. Comparatively, when Crest
with fluoride launched in 1955 it took five years to earn the ADA seal.
Back then, Crest was the first company to introduce fluoride
technology into its toothpaste. It was carried by the ad campaign that
saw a little girl smile and say those four infamous words: "Look Mom,
In addition to protecting against regular dental problems, Gerlach
says Crest Pro-Health can be especially important for those who suffer
from diabetes, cardiovascular disease and women who gave birth
prematurely because studies show they are most susceptible to oral
"I have never seen, used or tested a better dentifrice than Pro-Health," Gerlich says.
Crest Pro-Health will be available in drugstores in August in two flavours: Clean Cinnamon and Clean Mint.