Formulated with advanced whitening technology, new Crest 3DWhite Deep Stain Remover daily toothpaste safely removes deep stains to reveal noticeably whiter teeth.

CINCINNATI--(BUSINESS WIRE)--Eighty-five percent of consumers want whiter teeth but only 40% are satisfied with the whitening results from toothpastes available today1. Crest, the #1 toothpaste brand in America, is transforming the whitening toothpaste category with the launch of its new Crest 3DWhite Deep Stain Remover - a revolutionary formula created to meet consumer demand for a daily-use whitening toothpaste that delivers noticeably whiter teeth safely in just one day.

Unlike basic toothpastes that only reach the surface of stains, new Crest 3DWhite Deep Stain Remover is a daily-use whitening toothpaste formulated with Crest's most advanced, patented whitening technology that gets to the bottom of deep stains and dissolves the bonds holding them to teeth.

Stains from common foods and drinks, like coffee, tea and dark fruits, such as blueberries and cherries, adhere to natural proteins on your teeth and build up over time, making them more difficult to remove. Most toothpastes only scrub away the top layer of stains, but Crest 3DWhite Deep Stain Remover penetrates to the bottom layer, dissolving the bonds holding them to teeth to easily and quickly lift them away. The patented formula also helps protect, strengthen and repair enamel while safely whitening your teeth.

"We know that consumers are really looking for a daily use whitening toothpaste that does what it says," said Svetlana Farrell, DDS, PhD, Oral Care, North America at Procter & Gamble. "Crest 3DWhite Deep Stain Remover features our most superior whitening technology yet, setting a new standard in the category with noticeably whiter teeth in just one day."

As part of its launch, Crest is partnering with certified cosmetic dentist, Dr. Tara Aboumahboub (@dentara_), to lend her expertise to the campaign and share insights on how Crest 3DWhite Deep Stain Remover can help her patients achieve noticeably whiter teeth safely and quickly, in just one day.

"My patients want to eat and drink the foods they love, like coffee and tea, without compromising on whiter teeth - and like all of us, they're busy. So, they need a whitening toothpaste that delivers results fast while protecting their enamel," said Dr. Tara. "That's why Crest 3DWhite Deep Stain Remover is a game-changer for my patients. It protects against cavities, helps strengthen enamel and safely whitens on a daily basis – all factors I look for when recommending a toothpaste."

Crest 3DWhite Deep Stain Remover is now available at Target, Walgreens and CVS, and will be rolling out to additional retailers near you in January 2025. Shoppers can choose between two sizes of the all-new whitening toothpaste: 3.1oz for $11.99 MSRP or 2.1oz for $8.99 MSRP2.

About Crest

A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste nearly 70 years ago, it is estimated that Crest has helped prevent countless cavities in the United States.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always, Ambi Pur, Ariel, Bounty, Charmin, Crest, Dawn, Downy, Fairy, Febreze, Gain, Gillette, Head & Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene, SK-II, Tide, Vicks, and Whisper. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands. For other P&G news, visit us at .

P&G Oral Care Communications
Tami E. Jones, Jones.te.1@pg.com
Zeno Group
Crest@zenogroup.com