News Release

The New Man of 2006!

- New Survey Shows That Men Really Do Have Something to Smile About! -

Tuesday, February 14, 2006 8:08 am EST



Public Company Information:


Whatever your lifestyle -- whether you're a sports fanatic, world traveler, outdoorsman or brainiac, one thing reigns absolutely important to men -- personal upkeep. Evolving from the "metrosexual" craze, the new man of style for the New Year is the "ubersexual."

The new "ubersexual" male exudes confidence and leadership. He is masculine, stylish and embraces grooming. If you think this sounds all too familiar, don't reach for your remote yet. A new survey conducted by Kelton Research of more than 600 men, just released by Crest Whitestrips Premium, shows that men value their personal style and appearance without sacrificing their masculinity. Yet, while the "ubersexual" male cares about his appearance from head to toe, his primary concern is a mouthful of pearly whites.

The survey revealed some helpful and surprising men's grooming tips which are listed below.

The Real Deal

Men may try to act casual when it comes to personal upkeep but the truth is, nearly two out of three surveyed not only own a variety of grooming products, but use them consistently. More importantly, about 98% of these product savvy men have no qualms about strolling into a store to buy a grooming related product such as an at-home tooth whitener or hair styling products.

Working With What You've Got

While women may focus their beauty efforts on makeup, about 70% of American men say a great hair style goes hand in hand with white teeth as the top two most important facial features. Men don't have to make the choice between grooming and watching sports. They can score in both departments. Next time you are sitting on the couch watching the game, pop open a box of Crest Whitestrips Premium and apply the strips -- it only takes 30 minutes, twice a day, and you'll see visibly whiter teeth after three days with full results in seven. This way, you'll never miss a big play!

Yes ... You Can Show Off Your Smile

When it comes to first impressions, the survey discovered that making a great impression is the real motivation for men to keep their smile at their brightest. Men ranked white teeth, in addition to clothing and hair, as essential when impressing a potential employer or client. And, a great smile makes men feel more confident!

A Kiss-Worthy Kisser

This Valentine's Day, get ready to pucker up! With the most kissable day around the corner, white teeth are a hot commodity. Yet, men aren't only concerned about their own teeth. Nearly half of the men surveyed stressed that white teeth are a deciding factor for a second date. And -- ladies take note -- one in five men absolutely couldn't kiss someone with yellow teeth.

There is no question that men in America want a bright smile, but how many actually have one? Fewer than you might think -- three out of four men know their teeth could be whiter. So, in 2006, with the rise of the confident "ubersexual male," stop waiting and start whitening!

About Crest Whitestrips Premium

How Crest Whitestrips Premium works is simple: it uses clear, flexible strips coated with a specially formulated fast-acting peroxide gel to whiten and brighten teeth -- contains the same enamel-safe whitening ingredient dentists use. Wear them twice a day for 30 minutes at a time and experience visibly whiter teeth after three days, with full results in seven. Crest Whitestrips Premium is available nationwide anywhere Crest Whitestrips and other Crest products are sold at just $29.99 per kit.

About P&G (NYSE: PG)

Two 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), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R), Head & Shoulders(R), and Wella. The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

* The study was conducted by Kelton Research between November 25th and December 5, 2005 among 600 men ages 18 and older. The margin of error is plus or minus 3.2 percentage points.


For Crest Whitestrips
Robyn Wellikoff, +1-212-891-0406
Liza Martindale, +1-212-891-0483