The pandemic has either helped the tooth-whitening business by forcing people to notice their teeth during Zoom calls or hurt by covering their smiles up with masks in public. Either way, the potential market is a lot bigger than the actual one, leading Procter & Gamble Co. to launch what it’s billing as the biggest thing in tooth whitening since Crest Whitestrips two decades ago.
P&G is turning to ABC’s "The Bachelor" to help Whitening Emulsions, which is going into broad rollout after limited distribution in drug stores and online. Product kits priced just under $40 and up offer a high-concentration hydrogen peroxide that can be applied directly to teeth, requiring only an applicator but no plastic strips that need to be left on for 45 minutes. And the gel also prevents sensitivity that can come from teeth whiteners, says Carlos DeJesus, senior VP of North American Oral Care at P&G, who believes the product can vastly expand a category that 85% of people say they need but only a single-digit percentage actually use.
A 30-second spot from Publicis to back the rollout airs Feb. 15, and a spot showing Chris Harrison of “The Bachelor” prepping for a big night with Crest Whitening Emulsions will hit next month, a sequel to spot last year featuring Harrison.