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P&G Whitening Collection Aims To End Consumer 'Confusion'

Procter & Gamble is launching a Crest and Oral-B 3-D White collection based on research that shows that consumers are confused by the overwhelming amount of whitening products on the market, Antoinette Alexander reports. This ultimately leads to dissatisfaction, according to Doreen Bayliff, vp of P&G North American Oral Care.

"We created the new 3-D White collection so that consumers can easily choose the ideal combination of products for them, based on their desired level of whitening, effort and price point," Bayliff says.

The collection includes Professional Effects Whitestrips with Advanced Seal Technology, Vivid toothpaste, MultiCare whitening rinse, and Advantage Vivid and Pulsar Advanced Vivid toothbrushes. It works in combination, according to P&G, and was created to address both surface and embedded stains.

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