Crest Oral-B survey

Sept. 21, 2011
Crest and Oral-B launch new Complete collection while survey of U.S. Hispanics reveals power of a smile.

CINCINNATI, Ohio---As the fastest growing population in the country, Hispanics are discovering new opportunities daily as they help shape the future of the U.S.

Family support, good education, continued high aspirations, as well as perceived appearance are all factors that determine success within the community. Crest and Oral-B have released survey findings on the contributing influence of quality oral care amongst Hispanics, revealing the empowering effect of a nice smile.

The survey findings were released in conjunction with the launch of the new Crest and Oral-B Complete collection-- a comprehensive offering of toothpastes, toothbrushes and flosses. From cavity protection and whitening, to fresh breath and deep cleaning, the new Crest and Oral-B Complete products help check the basics, such as oral care routine.

The survey, which polled 2,000 Hispanic adults nationwide and in selected DMAs that included Los Angeles, New York, Miami, Chicago and Houston, showed the majority (nearly 80%) of Hispanic adults nationwide believe that people with nicer smiles are simply more successful.

The survey also demonstrated how Hispanics prioritize the value of having a nice smile. For example, almost 60% of Hispanics would rather be confident about their smile than about their physical figure, despite today’s emphasis on an ideal body weight. Hispanics also reported to be less likely to leave home without brushing their teeth compared to other personal care routines, such as washing their face or combing their hair.

Unfortunately, however, education about good oral care is not always consistent within the Hispanic community, and nearly four in 10 Hispanic adults nationwide admit to hiding their smiles because they are uncomfortable showing their teeth. These statistics, combined with data that show more than 90% are worried about the health of their teeth, give Hispanics cause for re-evaluating their oral care routine.

“As a U.S. leader in oral care products, Crest and Oral-B has a rich heritage in bringing families complete solutions for their oral care needs,” said Dennis Legault, associate marketing director, P&G North American Oral Care. “The new Complete product collection was designed for those consumers who want simple, effective products that they know will work. Crest and Oral-B Complete features products that people can feel working, so they can go about their day feeling confident about their oral care.”

As part of the Crest & Oral-B Complete collection, new Crest Complete Multi-Benefit Whitening + Deep Clean toothpaste provides the protection you need with an up to two times cleaner feeling and a signal that tells you your whole mouth is clean. Its combination of ingredients, now with 33% more Silica than regular toothpaste and the Polyionic Complex made of three cleaning ingredients, leaves your mouth with a lasting clean feeling after you brush. Additionally, from a research and development and user-experience standpoint, the toothpaste was designed to delight the Hispanic consumer and features bilingual packaging.

“We at P&G understand the unique needs of the growing Hispanic community and offer a vast collection of products tailored to you and your family’s specific needs and habits. Our new Complete products provide noticeable improvements in oral health and appearance so that you and your family can confidently engage in life,” added Legault.

Pair new Crest Complete Multi-Benefit Whitening + Deep Clean toothpaste with Oral-B Complete SATINfloss, the Oral-B Complete Deep Clean manual toothbrush or the Oral-B Complete Action power toothbrush for a clean sensation you can feel.

The Complete collection also includes the new Scope Dual-Blast mouthwash, Crest Complete Multi-Benefit Extra White + Scope Dual-Blast toothpaste and the new Oral-B Complete Scope Scented manual toothbrush, as well as many products that people are already familiar with, like Crest Whitening Expressions, Scope Outlast mouthwash, Crest Extra Whitening toothpaste and Crest Plus Scope toothpastes.

To provide fresh opportunities to learn about oral health and proper oral care, Crest will participate in upcoming festivals nationwide through the end of the year, including:

* Fiestas Patrias in Dallas, Texas (Sept. 25)
* Sabor de Mexico Lindo in Los Angeles, Calif. (Oct. 8-9)
* Junta Hispana in Los Angeles, CA (Oct. 9) and in Miami, Fla. (Oct. 23)

In 2012, Crest will further its mission to improve oral health at festivals such as, the Three King Day Parade in Miami (January), La Fiesta del Verano in Maywood outside of Los Angeles, Calif., (May) and Festival de Mayo Celebration in Houston, Texas (May). Families will continue to enjoy free samples and the opportunity to experience Crest’s improvements in oral health and appearance.

Crest and Marilu Henner Urge Older Adults to Preserve a Timeless Smile

As of August 2011, Crest Complete Multi-Benefit Whitening + Deep Clean toothpaste will be available at mass retailers and drugstores nationwide.

Survey methodology
This survey was conducted in March 2011 at the national level, as well as at five selected DMAs using Synovate’s TeleNacion telephone omnibus. Quotas were set and results were weighted to ensure reliable and accurate representation of the total Hispanic adult population at the national and local market level.

Results of any sample are subject to sampling variation. For the national survey of 500 Hispanics adults aged 18 and above, the chances are 95 in 100 that a survey result does not vary plus or minus by more than 4% points from the result if interviews were conducted with all persons in the universe represented by the sample. In other words, the margin of error is +/-4% at 95% confidence level.

For the local markets/DMAs, 300 Hispanics adults were interviewed each in Los Angeles, New York, Miami, Chicago, and Houston. The chances are 95 in 100 that a survey result does not vary plus or minus by more than 6% points from the result if interviews were conducted with all persons in the universe represented by the sample (margin of error of +/- 6% at 95% confidence level).

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