Crest Whitestrips's Slogans & Taglines

Crest Whitestrips was developed by Procter & Gamble in 1997 and pre-launched in 2000 via an internet trial, making it the world's first at-home tooth whitening kit. The product launched nationally in May 2001, offering consumers a clear, flexible strip coated with a gel containing the same enamel-safe whitening ingredient used by dentists. P&G patented the adhesive strip technology, which ensured the whitening agent remained in contact with teeth for extended periods. A professional version was also made available through over 20,000 dental practices nationwide.

The brand's core products are tooth whitening solutions, including whitening strips, LED light-activated kits, and daily whitening treatments. Its formulations are designed to remove years of stains and deliver professional-level results at home, with options ranging from gentle daily use to intensive one-week programmes.

From its groundbreaking launch targeting teenage girls, brides-to-be, young Hispanics, and gay men, Crest Whitestrips revolutionised the at-home dental care market. The brand has evolved from a niche cosmetic innovation into a mainstream oral beauty essential, embodying P&G's commitment to accessible, science-backed personal care that empowers consumers to achieve a brighter smile without the dentist's chair.