Crest (brand)
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Crest is an American brand of
toothpaste Toothpaste is a paste or gel dentifrice used with a toothbrush to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it is an abrasive that aids in removing dental plaque and food from the teeth, a ...
and other
oral hygiene Oral hygiene is the practice of keeping one's mouth clean and free of disease and other problems (e.g. bad breath) by regular brushing of the teeth (dental hygiene) and cleaning between the teeth. It is important that oral hygiene be carried out ...
products made by American multinational
Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
(P&G) and sold worldwide. In many countries in Europe, such as
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,
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,
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,
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,
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,
Russia Russia (, , ), or the Russian Federation, is a List of transcontinental countries, transcontinental country spanning Eastern Europe and North Asia, Northern Asia. It is the List of countries and dependencies by area, largest country in the ...
,
Poland Poland, officially the Republic of Poland, is a country in Central Europe. It is divided into 16 administrative provinces called voivodeships, covering an area of . Poland has a population of over 38 million and is the fifth-most populous ...
,
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,
Latvia Latvia ( or ; lv, Latvija ; ltg, Latveja; liv, Leţmō), officially the Republic of Latvia ( lv, Latvijas Republika, links=no, ltg, Latvejas Republika, links=no, liv, Leţmō Vabāmō, links=no), is a country in the Baltic region of ...
,
Romania Romania ( ; ro, România ) is a country located at the crossroads of Central Europe, Central, Eastern Europe, Eastern, and Southeast Europe, Southeastern Europe. It borders Bulgaria to the south, Ukraine to the north, Hungary to the west, S ...
,
Estonia Estonia, formally the Republic of Estonia, is a country by the Baltic Sea in Northern Europe. It is bordered to the north by the Gulf of Finland across from Finland, to the west by the sea across from Sweden, to the south by Latvia, a ...
and
Lithuania Lithuania (; lt, Lietuva ), officially the Republic of Lithuania ( lt, Lietuvos Respublika, links=no ), is a country in the Baltic region of Europe. It is one of three Baltic states and lies on the eastern shore of the Baltic Sea. Lithuania ...
, it is sold as Blend-A-Med, the name of an established German toothpaste acquired by P&G in 1987 (formerly Blendax GmbH). In
France France (), officially the French Republic ( ), is a country primarily located in Western Europe. It also comprises of Overseas France, overseas regions and territories in the Americas and the Atlantic Ocean, Atlantic, Pacific Ocean, Pac ...
,
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,
Israel Israel (; he, יִשְׂרָאֵל, ; ar, إِسْرَائِيل, ), officially the State of Israel ( he, מְדִינַת יִשְׂרָאֵל, label=none, translit=Medīnat Yīsrāʾēl; ), is a country in Western Asia. It is situated ...
,
Sweden Sweden, formally the Kingdom of Sweden,The United Nations Group of Experts on Geographical Names states that the country's formal name is the Kingdom of SwedenUNGEGN World Geographical Names, Sweden./ref> is a Nordic country located on ...
,
Finland Finland ( fi, Suomi ; sv, Finland ), officially the Republic of Finland (; ), is a Nordic country in Northern Europe. It shares land borders with Sweden to the northwest, Norway to the north, and Russia to the east, with the Gulf of B ...
,
Argentina Argentina (), officially the Argentine Republic ( es, link=no, República Argentina), is a country in the southern half of South America. Argentina covers an area of , making it the second-largest country in South America after Brazil, th ...
,
Belgium Belgium, ; french: Belgique ; german: Belgien officially the Kingdom of Belgium, is a country in Northwestern Europe. The country is bordered by the Netherlands to the north, Germany to the east, Luxembourg to the southeast, France to th ...
, the
Netherlands ) , anthem = ( en, "William of Nassau") , image_map = , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of the Netherlands , established_title = Before independence , established_date = Spanish Netherl ...
,
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, the
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, the
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,
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,
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,
Greece Greece,, or , romanized: ', officially the Hellenic Republic, is a country in Southeast Europe. It is situated on the southern tip of the Balkans, and is located at the crossroads of Europe, Asia, and Africa. Greece shares land borders with ...
,
Uruguay Uruguay (; ), officially the Oriental Republic of Uruguay ( es, República Oriental del Uruguay), is a country in South America. It shares borders with Argentina to its west and southwest and Brazil to its north and northeast; while bordering ...
and
Colombia Colombia (, ; ), officially the Republic of Colombia, is a country in South America with insular regions in North America—near Nicaragua's Caribbean coast—as well as in the Pacific Ocean. The Colombian mainland is bordered by the Car ...
, P&G markets similar toothpaste formulations under the
Oral-B Oral-B is an American brand of oral hygiene products, including toothpastes, toothbrushes, electric toothbrushes, and mouthwashes. The brand has been in business since the invention of the Hutson toothbrush in 1950 and in Redwood City, Califo ...
brand.


History

Crest was introduced in the United States as "Fluoristan" in 1954, as it contained
stannous fluoride Tin(II) fluoride, commonly referred to commercially as stannous fluoride (from Latin ', 'tin'), is a chemical compound with the formula SnF2. It is a colourless solid used as an ingredient in toothpastes. Oral health benefits Stannous fluoride wa ...
. In 1955, the name of the product was changed to "Crest ''with'' Fluoristan." The composition of the toothpaste had been developed by Joseph C. Muhler, Harry Day, and William H. Nebergall at
Indiana University Indiana University (IU) is a system of public universities in the U.S. state of Indiana. Campuses Indiana University has two core campuses, five regional campuses, and two regional centers under the administration of IUPUI. *Indiana Universit ...
, and was patented by Nebergall. Procter & Gamble paid royalties from use of the patent and thus financed a new dental research institute at this university ("The House that Crest built"). The active ingredient of Crest was changed in 1981 to
sodium fluoride Sodium fluoride (NaF) is an inorganic compound with the formula . It is used in trace amounts in the fluoridation of drinking water, in toothpaste, in metallurgy, and as a flux. It is a colorless or white solid that is readily soluble in water. I ...
, or "Fluoristat", which it uses today as "Dentifrice with Fluoristat"; Crest Pro-Health uses stannous fluoride again and an abrasive whitener together called "Polyfluorite". Crest is accepted by the
American Dental Association The American Dental Association (ADA) is an American professional association established in 1859 which has more than 161,000 members. Based in the American Dental Association Building in the Near North Side of Chicago, the ADA is the world's ...
(ADA), as well as by equivalent dental associations in other countries. One notable ad campaign from the brand was in the late 1970s and early 1980s, written and produced by Gregory Sinnott and designed by comic book artist
Herb Trimpe Herbert William Trimpe (; May 26, 1939 – April 13, 2015) was an American comics artist and occasional writer, best known as the seminal 1970s artist on '' The Incredible Hulk'' and as the first artist to draw for publication the character Wolve ...
, where animated ads featured the "Cavity Creeps", a group of grey-colored, rocky humanoid creatures bent on destroying the city of "Toothopolis" (essentially an island city protected by an enormous wall of teeth), with their signature battle cry "We make holes in teeth!" They were defeated time and again by the "Crest Team", a group of people dressed in Crest-themed jumpsuits, who wielded giant
toothbrush A toothbrush is an oral hygiene tool used to clean the teeth, gums, and tongue. It consists of a head of tightly clustered bristles, atop of which toothpaste can be applied, mounted on a handle which facilitates the cleaning of hard-to-reach are ...
es and tubes of Crest to not only ward off the Cavity Creeps but to protect the wall as well. The team would encourage kids at the end of each commercial to "watch treats and see your dentist" so they could fight cavities "like the Crest Team". From 2004 to 2010, Crest sold dental floss under the Crest Glide brand, which is now called
Oral-B Glide Oral-B Glide is a polytetrafluoroethylene (Teflon) dental floss manufactured by W. L. Gore and Associates exclusively for Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquar ...
. The original logo for Crest was designed by
Donald Deskey Donald Sidney Deskey (November 23, 1894 – April 29, 1989) was an American industrial designer. Biography Donald Sidney Deskey was born in Blue Earth, Minnesota. He studied architecture at the University of California, but did not follow th ...
. In 2014, Crest Fresh and White were introduced as a replacement for the discontinued
Gleem Gleem is an American brand of oral hygiene products, including toothpastes and electric toothbrushes, owned by the Procter & Gamble. It was introduced as a toothpaste in the United States in 1952 and discontinued in 2014. Procter & Gamble later ...
brand.


Manufacturing plants

Crest products are made in North America according to
Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
. Their main manufacturing plant is located in Greensboro, NC. A few products are manufactured in Guanajuato, Mexico.


Product line

Crest has also been associated with about twenty brands of dental care products, including toothpaste, toothbrushes,
mouthwash Mouthwash, mouth rinse, oral rinse, or mouth bath is a liquid which is held in the mouth passively or swilled around the mouth by contraction of the perioral muscles and/or movement of the head, and may be gargling, gargled, where the head is ti ...
,
dental floss Dental floss is a cord of thin filaments used in interdental cleaning to remove food and dental plaque from between teeth or places a toothbrush has difficulty reaching or is unable to reach. Its regular use as part of oral cleaning is designed t ...
, and a tooth-whitening product called
Crest Whitestrips Crest Whitestrips is a line of tooth whitening products made by Procter & Gamble. Description Crest Whitestrips were introduced in 2001. The product is used by placing a disposable plastic strip directly onto the teeth that contains an enamel-saf ...
. Crest Toothpaste has a total of eight product lines: * Gum Health * 3D White * Kid's Crest * Pro-Health * Sensitivity * Enamel * Clean + Fresh * Future-Proof


Crest Pro-Health mouthwash side effects


Tooth staining

Crest Pro-Health mouthwash contains
cetylpyridinium chloride Cetylpyridinium chloride (CPC) is a cationic quaternary ammonium compound used in some types of mouthwashes, toothpastes, lozenges, throat sprays, breath sprays, and nasal sprays. It is an antiseptic that kills bacteria and other microorganisms ...
which is known to cause tooth staining in approximately 3 percent of users. Crest has noted that this staining is actually an indication that the product is working as intended, as the stains are a result of bacteria dying on the teeth. Crest stated that because of the low incidence of staining, there was no need to label Pro-Health mouthwash as a potential tooth stainer. However, after numerous complaints and a federal class-action lawsuit, which was later dismissed, the mouthwash now contains a label warning consumers of its potential to stain teeth.


Reducing premature birth

The use of Crest Pro-Health mouthwash during pregnancy has been shown to be associated with a decrease in
preterm birth Preterm birth, also known as premature birth, is the Childbirth, birth of a baby at fewer than 37 weeks Gestational age (obstetrics), gestational age, as opposed to full-term delivery at approximately 40 weeks. Extreme preterm is less than 28 we ...
s, presumably because the mouthwash reduces the severity of periodontal disease, which is directly linked to preterm births.


Timeline

* 1955, Crest with
Fluoristan Tin(II) fluoride, commonly referred to commercially as stannous fluoride (from Latin ', 'tin'), is a chemical compound with the formula SnF2. It is a colourless solid used as an ingredient in toothpastes. Oral health benefits Stannous fluoride wa ...
was launched in a number of test markets in the United States. * In January 1956, Crest was launched nationally. * In 1960, the
American Dental Association The American Dental Association (ADA) is an American professional association established in 1859 which has more than 161,000 members. Based in the American Dental Association Building in the Near North Side of Chicago, the ADA is the world's ...
issued a report confirming that toothpaste is effective in preventing tooth decay. * In 1976, the
American Chemical Society The American Chemical Society (ACS) is a scientific society based in the United States that supports scientific inquiry in the field of chemistry. Founded in 1876 at New York University, the ACS currently has more than 155,000 members at all d ...
names Crest with fluoride one of the greatest discoveries in the past 100 years.


See also

*
Crest Whitestrips Crest Whitestrips is a line of tooth whitening products made by Procter & Gamble. Description Crest Whitestrips were introduced in 2001. The product is used by placing a disposable plastic strip directly onto the teeth that contains an enamel-saf ...
*
List of toothpaste brands Toothpaste is a gel dentifrice used in conjunction with a toothbrush to help clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene; it functions as an abrasive agent that helps to remove dental plaque ...
*
Index of oral health and dental articles Dental pertains to the teeth, including dentistry. Topics related to the dentistry, the human mouth and teeth include: __NOTOC__ A :Abfraction  •  Abrasion  •  :Academy of General Dentistry  •  :Acinic ...


References


External links


Product details and history of Crest toothpaste
from its manufacturer,
Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
, via the
Wayback Machine The Wayback Machine is a digital archive of the World Wide Web founded by the Internet Archive, a nonprofit based in San Francisco, California. Created in 1996 and launched to the public in 2001, it allows the user to go "back in time" and see ...

Birth of an Icon: CREST
—P&G's current history page
Crest brand website
{{Procter & Gamble Brands of toothpaste Procter & Gamble brands Products introduced in 1955