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P&G Releases Reseach on Importance of a Good Smile to Hispanics

Posted: September 20, 2011

As the fastest-growing population in the country, according to a P&G study, Hispanics are discovering new opportunities each day as they help shape the future of the U.S. Family support, good education and continued high aspirations, as well as perceived appearance, are all factors that determine success within the community. Crest and Oral-B released survey findings on the contributing influence of quality oral care among 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 that "you can feel working."

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," says 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."

The new Crest and Oral-B Complete collection includes Crest Complete Multi-Benefit Whitening + Deep Clean toothpaste, Oral-B Complete SATINfloss, the Oral-B Complete Deep Clean manual toothbrush, the Oral-B Complete Action power toothbrush, Scope Dual-Blast mouthwash, Crest Complete Multi-Benefit Extra White + Scope Dual-Blast toothpaste, and the Oral-B Complete Scope Scented manual toothbrush.

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.

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