Procter & Gamble Co., Cincinnati, launches Crest Whitestrips whitening kits in limited distribution to dentists in July and to consumers via the Internet in the fall, with plans for a retail launch sometime next year. Crest Whitestrips are clear, flexible strips worn on the teeth for 30 minutes twice daily to produce whiter teeth in two weeks. The suggested retail price will be between $40 and $50 when Whitestrips reaches stores. D'Arcy Masius Benton & Bowles, New York, handles, though ad plans weren't disclosed. Turning to Crest toothpaste, P&G said it had captured dollar market share leadership in the U.S. in May from Colgate. It was Crest's first monthly win since late 1997, prior to the launch of Colgate Total.
Copyright June 2000, Crain Communications Inc.