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P&G to Launch 5-Minute Tooth Whitener

Posted on: Saturday, 10 February 2007, 00:00 CST

By DAN SEWELL

CINCINNATI - Procter & Gamble Co., convinced that there's plenty of growth left in the tooth-whitening market, soon will launch a new version of its Crest Whitestrips aimed at folks who would like a brighter smile, but don't want to spend a lot of time on it.

While most whitening systems in stores now require an investment of at least 30 minutes at a time, these are designed for five-minute use. P&G research showed that there was strong potential among consumers who said they were too busy to use whitening systems.

"They say I really want to whiten my teeth, but I need it to fit into my life," said David Dintenfass, a P&G oral care marketing executive.

The peroxide-based "daily multicare" strips that will hit U.S. shelves in March are meant for everyday use that P&G says will quickly take care of such stains as coffee and red wine. And to further speed things up, both upper and lower strips are now in the same pouch.

P&G and Colgate-Palmolive Co. have been aggressively adding to their products in the U.S. oral care market, long dominated by the two consumer product companies.

Each has more than a third of U.S. toothpaste sales topping $1.2 billion a year. Colgate, which recently reported that its leading share grew to 37.3 percent last year, has been led by its Total toothpaste, with a solid reputation for improving oral health.

Crest countered last year with the new Pro-Health line that goes after mouth maladies such as gingivitis and plaque. P&G recently told analysts Pro-Health was off to a fast start in sales, while Colgate announced the launch of Total Advanced Clean toothpaste.

Meanwhile, Crest claims a nearly 70 percent share of the smaller home whitening-system retail market estimated at more than $200 million a year, according to ACNeilsen data.

Amber Harris, 28, of nearby Trenton, Ohio, said her dentist gave her Whitestrips to use before her wedding two years ago and she liked the results. She hasn't used them since, though.

"It takes a long time and it's kind of expensive," she said. "But I would probably use that if it takes only five minutes."

The first Whitestrips version - which required twice-daily, 30-minute uses over two weeks for whitening to last six months - made its debut in 2001. Subsequent versions have included Renewal, which targeted baby boomers with a pledge to take years off their smiles.

Growth in the whitening market has slowed in recent years, but the five-minute strips should fire it up, Dintenfass said.

"It's a pretty broad demographic," he said. "It applies to a lot of different consumers, working families, people with busy lives."

The new strips will have 42 pouches for a suggested price of $39.99, P&G said, and the launch will be backed by television, magazine, and online advertising.

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On the Net:

http://www.crest.com  

http://www.colgate.com

Source: Associated Press/AP Online

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