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Crest debuts gum and enamel repair toothpaste

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CINCINNATI — Procter & Gamble Co.’s (P&G’s) Crest brand has introduced Crest Gum & Enamel Repair, a specially designed paste  focused on neutralizing plaque bacteria along and below the gum line while also boosting the repair of weakened enamel.

The Crest Gum & Enamel Repair formula features advanced repair technology that targets the gum line to provide bacterial protection and penetrates the tooth surface, strengthening areas in the enamel where there is weakness. The company said the enhanced protection technology is designed to give consumers the ability to enjoy treats with a shield of protection that slows cavity-causing attacks and erosion. Together, these mechanisms protect the gum line and tooth enamel, helping to reverse gingivitis and such effects as bleeding gums and inflammation.

“We know that gum problems are at the root of some key issues that can affect a person’s oral health,” said Carlos De Jesus, vice president of North America oral care for P&G. “That’s why we developed Gum & Enamel Repair, so that people could use a toothpaste that not only helps repair weakened enamel, but also helps prevent gingivitis.”

Crest Gum & Enamel Repair is available in intensive clean and advanced whitening varieties and can be found at drug stores, mass retailers and e-commerce sites.

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