GRIN BIG WITH AN AWARD-WINNING SMILE

-EXPERIENCE THE BRIGHTEST FIVE MINUTES OF YOUR DAY WITH NEW CREST WHITESTRIPS DAILY MULTICARE-

CINCINNATI · October 30, 2007 /PRNewswire/ — Taking a shower, shaping your brows and brewing your morning coffee – what do these activities have in common? They only take five minutes. Now you can boost your beauty routine in the time it takes to do these five minute activities thanks to an advancement in technology by Crest Whitestrips. As the #1 dentist and pharmacist recommended brand and winner of multiple awards by beauty editors including the 2006 Allure "Best of Beauty Editors' Choice and Readers' Choice Award," Marie Claire's "25 Products that Changed Our Lives" and 2007 CosmoGirl! - Kiss of Approval Awards for "Best Teeth Whitener," Crest is proud to introduce the first-of-its-kind and newest member of the Crest Whitestrips family: Crest Whitestrips Daily Multicare – the best over-the-counter whitening beauty buy and the brightest five minutes of your day.

"When people are busy, smile care can often take a back seat, but it shouldn't have to," says Sunny Jain, Brand Manager for Crest Whitestrips. "New Crest Whitestrips Daily Multicare is a convenient, effective five minute daily solution to help make your smile look brighter."

For the first time, Crest Whitestrips not only provides a whitening benefit, but can also improve personal oral care on many levels. By incorporating new Crest Whitestrips Daily Multicare into your beauty routine, you can enhance your smile's appearance in three ways. These new strips remove surface stains, whiten teeth by deep cleaning and protect teeth from everyday stain buildup. The strips can be used for five minutes daily until the desired level of whiteness is achieved – and then as often as needed to keep your smile looking its brightest.

"By using Crest Whitestrips Daily Multicare regularly, your teeth will receive added protection from stain buildup," says Dr. Robert Gerlach, Principal Scientist in Worldwide Clinical Investigations at Procter & Gamble. "As you whiten everyday for five minutes, the rate of whitening is higher than the rate of stain formation; therefore, stains do not have time to accumulate."

How Crest Whitestrips Daily Multicare works is simple: it uses clear, flexible strips coated with a gel formula that deep cleans to whiten teeth on a daily basis. The gel contains the same enamel-safe whitening ingredient dentists use. Crest Whitestrips Daily Multicare strips are designed to conform to the shape of your teeth and are worn for just five minutes per day, almost anytime, anywhere – even in the shower!

Crest Whitestrips Daily Multicare is available nationwide anywhere Crest products are sold for a suggested retail price of $39.99. In a new feature for Crest Whitestrips products, both the upper and lower strip will be in one easy-to-open pouch for added convenience and portability. The new rectangular, dark blue kit will each contain a supply of 42 daily doses of whitening.

Now you can remove stains, whiten by deep cleaning and protect your teeth from everyday stain buildup to maintain a beautiful smile in less time than it takes to get dressed in the morning. It's time to take five and add a brilliant sparkle to your smile.

Since 2001, Crest Whitestrips has helped bring brilliant, beautiful, brighter, whiter smiles to more than 30 million people. These people have made Crest Whitestrips their best beauty secret, transforming their smiles into the must-have accessory of any season. For more information, visit www.whitestrips.com.

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

For more information:

Taryn Levy
212.891.0404
tlevy@devries-pr.com
Kerri Bergman
212.891.0450
kbergman@devries-pr.com

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