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Crest launches Crest Densify toothpaste

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Teeth lose density over time, which can lead to decay that wears them down, but there are simple steps you can take to help avoid this. Crest has launched what they are called its biggest innovation in years, a premium toothpaste that actively rebuilds tooth density by re-mineralizing enamel called Crest Densify.

Fewer than 1 in 5 millennials rank density and enamel protection as the top benefit they look for when selecting a toothpaste, but more than half are worried about losing their teeth as they age – ahead of going gray, getting wrinkles, or even gaining weight.* That is why Crest is looking to help people invest in the wellness of their teeth, which starts with the right toothpaste and routine.

Crest Densify uses a new premium formula to offer a trusted defense against early tooth decay and features the same trusted active ingredient in many other Crest products, stannous fluoride.

How it works:

  • Strengthens Teeth: Re-hardens enamel (remineralization) for strong healthy teeth
  • Protects Teeth: Prevents future decay (demineralization) by creating 24-hour density protection against density loss, with twice a day brushing.

“Most people don’t realize how important maintaining the density of your teeth is in relation to the longevity of your smile,” said Carlos Quintero, vice president of Oral Care North America, Procter & Gamble. “Crest Densify toothpaste extends the life of your teeth by actively rebuilding tooth density every time you brush. With this new launch, we want to encourage people to prioritize the wellness of their teeth every day and strengthen their smile for years to come.”

New Crest Densify is a simple switch to ensure you keep your smile healthy and strong. The toothpaste will be available in March at select retailers with nationwide distribution to follow. Learn more at Crest.com or on social @Crest.


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