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P&G oral care brand’s new formulation is designed to encourage longer brushing.
March 15, 2023
By: Christine Esposito
Editor-in-Chief
More than 60 years after disrupting the oral care category with the first fluoride toothpaste, Crest says it is out to reinvent brushing again with new Crest Kids Color Changing Toothpaste. The formulation is designed to encourage kids to brush up to two times longer to protect against cavities. The color-changing technology transforms the bubblegum-flavored toothpaste from blue to pink after two minutes of brushing, according to Crest, which is owned by Procter & Gamble. To celebrate the launch, Crest Kids teamed up with social media creator Dani Schaffer and her son Brody to serve as the brand’s official “Kid Correspondent.” Crest is also rolling out a full lineup of Oral-B color-changing themed toothbrushes in connection with the toothpaste.
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