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CREST WHITESTRIPS INTRODUCES A REVOLUTIONARY NEW TEETH WHITENING TECHNOLOGY

NEW CREST WHITESTRIPS ADVANCED SEAL FITS YOUR SMILE TO FIT YOUR LIFE

CINCINNATI (JANUARY 23, 2009) - Crest Whitestrips is proud to introduce its most advanced innovation in teeth whitening technology: New Crest Whitestrips Advanced Seal. This groundbreaking adhesive formulation temporarily molds the strip to users' teeth, allowing them to easily talk and even drink water for convenient whitening anywhere, anytime. The secure fit comes off clean after whitening, leaving no mess behind. Achieving a beautiful, whiter smile is now easier than ever.

"We developed the new Crest Whitestrips Advanced Seal to address the unmet consumer need for teeth whitening that truly fits every consumer's smile and life," says Sunny Jain, Associate Marketing Director, North American Oral Care. "Because this revolutionary new technology allows for a great fit and seal, users can have the confidence to whiten anywhere, anytime. Whether you're on-the-go, talking on the phone or drinking water, new Crest Whitestrips Advanced Seal allows you to go about your day without interruption, all while achieving your most beautiful, whiter smile."

Crest Whitestrips has leveraged innovative Corplex technology to create a moisture-activated, solid-gel formulation that provides advanced adhesion to fit every person's unique smile, all while delivering the same level whitening results as the existing family of Crest Whitestrips products. These new strips provide three significant benefits:

1. High-performance whitening with the same safe and effective whitening ingredient that dentists use to remove surface stains and those below the tooth enamel;
2. A better fit with instant adhesion to teeth allowing users to go about their daily lives including talking and even drinking water;
3. No mess left behind thanks to the new, advanced design. Crest Whitestrips Advanced Seal is the perfect fit for any life and every smile!

New Crest Whitestrips Advanced Seal technology features four unique layers in one thin, flexible strip to deliver Crest's dramatic whitening and an improved user experience: (1) The special outer layer holds the strip securely on teeth; (2) The whitening layer delivers the same high-performance whitening ingredient used by professionals; (3) The inner mesh layer keeps the whitening ingredient firmly on teeth, preventing gel from spreading to other areas of the mouth; (4) The final release liner provides the strips with stable backing for easy application. Crest Whitestrips Advanced Seal is designed to conform and mold to the shape of your teeth and is worn for 30 minutes a day, for two weeks, anytime, anywhere — even while talking and drinking water!

"By using Crest Whitestrips Advanced Seal, you can whiten your teeth while going about your daily life without interference," says Dr. Robert Gerlach, Global Clinical Research Scientist at Procter & Gamble. "Advanced Seal combines the best of physics, chemistry and biology. The Corplex mesh and polymer combination are a perfect balance to hold the strip in place. Activated by natural mouth moisture, the Advanced Seal technology provides instant adhesion and immediately molds to teeth. After use, it is easily removed with no mess."

Beginning in January 2009, Crest Whitestrips Advanced Seal will be available nationwide anywhere Crest products are sold for a suggested retail price of $45.00. Each kit will contain 14 doses of whitening.

Since 2001, the #1 dentist recommended brand and winner of multiple awards, Crest Whitestrips, has helped bring brilliant, beautiful, brighter, whiter smiles to more than 50 million people. These people have made Crest Whitestrips their best beauty secret, transforming their smiles into the must-have accessory of any season.

About Procter & Gamble [NYSE:PG]:
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun.  The P&G community consists of over 135,000 employees working in over 80 countries worldwide.  Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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Karen Andersen		Victoria Loo
212.891.0439		212.891.0455
kandersen@devries-pr.com		vloo@devries-pr.com