Procter & Gamble's Crest and Oral-B brands have launched Pro-Health For Me, which the company said is the first line of oral care products for tweens, or children age 8 and older.


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Crest, Oral-B unveil oral care line for tweens

August 20th, 2010

CINCINNATI – Procter & Gamble's Crest and Oral-B brands have launched Pro-Health For Me, which the company said is the first line of oral care products for tweens, or children age 8 and older.

The company said Friday that the Pro-Health For Me lineup offers toothbrushes just the right size for older kids' mouths, toothpaste and rinse flavors appealing to tweens and user-friendly floss picks that are less messy — all in unique, "cool" packaging.

Products in the line include the following:

• Oral-B Pulsar Pro-Health For Me Vibrating Toothbrush, which features gentle vibrating bristles that help break up plaque between teeth for a deep clean and a pressure-sensitive split head that adjusts to the contours of kids' teeth.

• Oral-B Pro-Health For Me CrossAction Toothbrush, with a combination of CrissCross bristles and a Power Tip to reach and clean between the sensitive gaps that tweens experience.

• Crest Pro-Health For Me Fluoride Anticavity Toothpaste, which helps fight cavities, strengthens enamel and freshens breath, in a "tween-approved" Minty Breeze flavor.

• Crest Pro-Health For Me Anticavity Fluoride Rinse, designed to reach areas where children may have missed brushing and helps fight cavities.

• Oral-B Pro-Health For Me Floss Picks, intended to be easy to use for a more complete clean versus brushing alone.

And to help kids learn more about proper tooth brushing habits, Crest and Oral-B have created Yuck Mouth, an iPhone and Android application and online game.

"As tweens age and become more independent, they develop their own unique oral care needs," commented Kelly Heaps, brand manager at P&G. "We found that adult toothbrushes were not always the best size for older children's mouths, and adult rinse and toothpaste flavors were often too strong. We created Crest and Oral-B Pro-Health For Me with the goal of providing tweens with all the oral care protection their parents want, but in flavors and packaging designed just for them."

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