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New Study Shows Whiter Teeth Can Lead to Greater Success in Work and Love

May 30, 2007

Individuals Seen as More Attractive, Confident, Trustworthy and Financially Successful with Whiter Teeth

Today, results of a study conducted by an independent research firm provide new evidence that a beautiful white smile has a direct effect on successful interpersonal interactions, both socially and professionally. "The Impact of Whiter Teeth on Key First Impressions" study, commissioned by Crest Whitestrips, shows that a whiter smile substantially affects how others think of you when you first meet.

According to the three-part study, which included simulated job interviews, simulated first dates and a quantitative online survey; more than half of the study participants were more likely to be hired (58%) and received larger salary offers (53%) after their teeth had been whitened. The study also found that evaluators expressed a greater interest in continuing their interaction or "date" with more than half of the study participants (54%) after their teeth had been whitened.

"This study provides some of the first findings that speak to the powerful benefits of having a whiter smile," says Dr. Dacher Keltner, smile psychologist and Professor of Psychology at University of California at Berkeley. "Visible from 200 feet, it is the intense focus of what other people look at, and a sign of our warmth, confidence, and health."

During the simulated job interviews, it was also found that a majority of the study participants were viewed to be more professional (65%) and more confident (61%) after their teeth had been whitened. And, on their simulated first dates, more than half of study participants were viewed to be more outgoing (59%) after their teeth had been whitened.

The third part of the study, a quantitative online survey of 1,006 people, was consistent with the first two studies conducted, finding that individuals with whiter teeth have more positive attributes than individuals with stained teeth across the following variables: financial success, trustworthiness and professional success. Regardless of gender, age, income, education, employment or martial status, participants came to the same conclusion.

Additionally, participants were asked about the importance of personal appearance. Across the board, the majority agrees a person's appearance is an indication of their:

  • Professional success (68%)
  • Financial success (64%)
  • Trustworthiness (52%)

"White teeth clearly extend far beyond just our smiles," says Sunny Jain, Brand Manager for Crest Whitestrips. "We've provided whiter smiles to more than 30 million people and are thrilled the results of this study affirm their positive affect on social and professional situations."


Studies One and Two: Romance/Employment

Study One and Study Two were conducted by Kelton Research in two stages on January 11th and January 18th at Loyola Marymount University in Los Angeles, California in which different independent evaluators assessed research subjects before and after use of an at-home whitener. Guidelines were set to ensure a representative sample based on gender, age, and income. Eighty randomly selected participants took part in this study. Each was screened to ensure that they did not have any dental work resistant to teeth whitening agents. Neither participants nor evaluators were informed about the intent of the study. Evaluators in the employment study were required to be accredited or working human resource professionals.

Study Three: Quantitative Validation

In Study Three, data were collected by Kelton Research among 1,006 nationally representative respondents between January 1st and January 15th, 2007 using an email invitation and an online survey. Quotas were set to ensure reliable and accurate representation of the total U.S. population. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

A more detailed report including the study's complete findings, case studies of individual participants and an extensive description of the methodology used is available upon request.

About Crest Whitestrips

Since 2001, Crest Whitestrips has helped bring brilliant, beautiful, brighter, whiter smiles to more than 30 million people. These people have made Crest Whitestrips their best beauty secret, transforming their smiles into the must-have accessory of any season. For more information, visit The Crest Whitestrips family includes something for every lifestyle to ensure tooth whitening can easily fit into a person's beauty/grooming routine, including Crest Whitestrips Classic, Crest Whitestrips Premium, Crest Whitestrips Premium Plus, Crest Whitestrips Renewal and Crest Whitestrips Daily Multicare.

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(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R). Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella, Gillette(R), and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

About Kelton Research

Kelton Research is a full service market research consultancy with offices in Los Angeles, New York, and Washington DC. Kelton serves as a strategic partner to both Fortune 500 corporations and smaller companies, utilizing a wide range of qualitative and quantitative methodologies to drive tactical recommendations for clients. For more information about Kelton's services visit

For Procter & Gamble
Katie Hamlin, +1-646-253-0205

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