CINCINNATI–(HISPANIC PR WIRE)–September 18, 2003–Crest Whitening Expressions and Cynthia Rowley partnered today to debut a new line of clothes and toothpaste. Together they celebrated the importance of expressing individual style. Rowley’s new collection includes a vast array of colors — similar to the bold colors found in the new line of Crest Whitening Expressions toothpaste.
“We’re really excited about this partnership — it’s a perfect fit since I always have my models smile on the runway,” says Rowley. “Just like my designs reflect individual style, Crest Whitening Expressions adds something unique to your everyday routine by allowing you to choose from all these great flavors — from cinnamon to mint to citrus.”
Just as the famed designer and style guru sets trends for fashionistas around the globe, Crest sets trends in the oral care industry. “We have found that consumers want and expect more from their toothpaste,” said Diane Dietz, Marketing Director for Crest, North America. “And, we believe this line of toothpaste offers people the chance to personalize their brushing routine – turning the ordinary into the extraordinary.”
To help launch the pastes, Crest provided sinks backstage where Rowley and her models could brush-up their smiles before heading onto the runway. In choosing their favorite flavor, the models were able to individualize their brushing experience – matching the flavor and color with their mood. In addition, guests of the show were provided gift packs with free samples to take home and try. Rowley is one of the few fashion designers that encourages her models to smile on the runway.
Crest Whitening Expressions combines the whitening power of Crest with a choice of three refreshing flavors:
— Cinnamon Rush – A bold blast of cinnamon that keeps the taste buds tingling.
— Extreme Herbal Mint – An intense rush of natural mint with herbal extracts for an invigorating brushing experience.
— Fresh Citrus Breeze – A light splash of citrus flavor that leaves the mouth feeling clean and refreshed.
Crest Whitening Expressions is available in both paste and liquid gel formulations in September. Crest Whitening Expressions is priced at $2.99 for a 6.0 oz paste or 4.6 oz liquid gel and is available at mass, food and drug retailers nationwide. Readers can receive free samples and enter to win a free cruise by clicking onto http://www.whiteningexpressions.com.
Crest is owned and distributed by Procter & Gamble. Procter & Gamble markets approximately 300 brands to nearly five billion consumers in over 140 countries. These brands include Tide, Ariel, Pantene Pro-V, Always, Whispers, Pringles, Pampers, Oil of Olay, Iams and Vicks. Based in Cincinnati, Ohio, USA, Procter & Gamble has on the ground operations in over 70 countries and employs nearly 98,000 employees worldwide.
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CONTACT:
DeVries Public Relations
Jen Belongia/212-891-0462
or
Caroline Gould/212-891-0430
