Crest turns its sights to 3D

Salma Massoud, brand manager for Procter & Gamble, Arabian Peninsula has claimed Crest's new 3D White Deluxe toothpaste is "mainly targeting women looking for oral beauty, not just oral hygiene" across that region, which includes Qatar, Kuwait, Bahrain, UAE, Saudi Arabia and Oman.

"There are whitening products on the market, including others from Crest, but this range is top of the line with special ingredients, and we will have great displays and nice surprises for shoppers," she said.

The extension to the P&G brand has been pitched as super premium paste, offering an intensive formula that removes up to 84% of stains and delivers visibly whiter teeth within 14 days, and designed with a "clinically-proven superior formula, offering those seeking glamour and beauty the celebrity smile they have always dreamed of".

The range, available in Glamour, Sensitive and Anti-Tobacco Fresh variants, features a unique dual strip containing active phosphates and polishing macro granules. The Dubai launch brought in experts. Certified life coach Saira Mehar enthused that "a smile is one of the most important tools we have to make a positive impact for ourselves and others".