P&G Rolls Out Crest Nature’s Expressions

Colgate has Tom’s of Maine. Now Crest has Nature’s Expressions. Next month, Procter & Gamble will launch the natural flavor-based toothpastes in food, drug and mass merchandisers.

According to P&G, the new Crest Nature’s Expressions toothpaste is a unique combination of Crest’s trusted formula enhanced with natural flavor ingredients for a refreshing and invigorating brushing experience.  The three variants, Pure Peppermint Fresh, Citrus Clean Mint and Mint + Green Tea Extract. A six-ounce tube will retail for $2.99.

“Through consumer research, Crest discovered a growing audience segment who we identified as the ‘mainstream naturals’ consumer,” says Diane Dietz, general manager North American Oral Care.  “We developed Nature’s Expressions for this target, a woman who wants to experience natural ingredients but whose preference indicates a strong loyalty to brands with established heritage.”

According to P&G, Crest Nature’s Expressions Pure Peppermint Fresh, Citrus Clean Mint and Mint + Green Tea Extract feature natural flavor ingredients, which meet two standards: they are naturally-sourced (i.e., ingredient source traced to natural origin) and minimally processed (no extensive processing, which would alter molecular make-up).  Crest Nature’s Expressions formulas also contain artificial ingredients.