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New Products In Brief

This article was originally published in The Tan Sheet

Executive Summary

P&G launches five-minute whitening: Procter & Gamble will support its new five-minute home-use whitening strips, Crest Whitestrips Daily Multicare, with a national marketing campaign advertising "The Brightest Five Minutes of Your Day," the firm says. The campaign will feature print ads in April publications, TV ads breaking March 26, a consumer promotion and branded Web sites, according to P&G. Crest Whitestrips Daily Multicare are the first to whiten in five-minute applications by removing surface stains and protecting teeth from everyday stain buildup, the company says. If consumers whiten everyday for five minutes, then the rate of whitening is higher than the rate of stain formation and stains do not have time to accumulate, P&G claims. The new strips retail at $39.99 for 42 applications, with each pouch now containing one upper and one lower strip for added convenience and portability, P&G says. Crest Whitestrips debuted in 2001; the line currently comprises four variations - Classic, Premium, Premium Plus and Renewal...
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