Dental News - Crest launches new dental whitening products at New York Fashion Week

Dental Tribune International

Tue. 14 February 2012

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CINCINNATI, Ohio, USA: Teaming up with fashion talent pool Gen Art and fashion designer Whitney Port, dental manufacturer Crest has presented the latest innovation in their dental whitening collection — Crest 3D White — to the public at New York Fashion Week.

Crest introduced the newest additions to the Crest 3D White collection of award-winning products, at New York Fashion Week 2012: Crest3D White Glamorous White Toothpaste and Crest 3D White Intensive Professional Effects Whitestrips.

To celebrate the launch of their newest products, the manufacturer partnered with Gen Art, an arts and entertainment organization supporting emerging talent in film, fashion, music and visual arts. As part of a competition, young designers had to create a glamorous collection inspired by Crest 3D White, one of whom was awarded the opportunity to showcase her collection on the runway at Gen Art New Garde.

Whitney Port, Gen Art alumni, fashion designer and former cast member of the MTV reality series The Hills, also teamed up with Crest during Fashion Week, stating that she uses the new Crest 3D White Glamorous White Toothpaste and Crest 3D White Intensive Professional Effects Whitestrips to ensure a brighter and whiter smile.

“After all, a white smile is one of the best accessories…it never goes out of style,” she said.

According to Doreen Bayliff, General Manager of P&G North America Oral Care, the Glamorous White Toothpaste was created to deliver fast and efficacious whitening results with a new formula, featuring a dual silica system and Crest 3D White’s proprietary radiance technology that is claimed to help deliver instant results.

She said that the new Intensive Professional Effects Whitestrips were then developed to complement the 3D White collection. They are now available at mass retail and drugstores in the U.S., while Crest 3D White Glamorous White Toothpaste will be available starting in March 2012.

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