P&G plans European coup in dental whitening sector

Procter & Gamble (P&G) is hoping to beat rival Colgate-Palmolive to the European market with peroxide-based whitening products next year.

Procter & Gamble (P&G) is hoping to beat rival Colgate-Palmolive to the European market with peroxide-based whitening products next year.

Called Whitestrips, the P&G range will be launched under the Crest brand. Industry sources say P&G is still in the planning stages for the product launch. Advertising spend is expected to at least match the £7m promised by Colgate.

Whitestrips are thin strips of plastic that users wear for 30 minutes twice a day to whiten teeth.

The launch relies on approval from European lawmakers for higher peroxide-based products, as only 0.1 per cent peroxide content is currently allowed under European law. Insiders say P&G and Colgate expect to receive European approval for peroxide-based whitening products by the summer.

Colgate has already shown retailers its plans to launch Simply White, a six per cent urea peroxide-based gel, which costs £15 for six months’ supply (MW September 11).

Saatchi & Saatchi handles creative advertising for Crest. Media buying is by Starcom Motive. Crest is being repositioned as a beauty brand by P&G, with advertising focused on advantages such as whitening (MW May 29).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here