Crest toothpaste belongs to Procter & Gamble, although it entered the Chinese market three years later than Colgate, but with P&G's strong market operation capabilities, Crest's Chinese market share ranking has been firmly in the top three, and its position is quite strong.
 
As a global daily necessities manufacturer, P&G's daily chemical products have undoubted scientific and technological strength, and are good at packaging operations, and pay more attention to the shaping of science and technology in the research and development and production of Crest toothpaste. Therefore, consumers often see the words MICA whitening factor, Glass-H scrub particles and other ingredients on the packaging of Crest toothpaste. Aside from the publicity model, Procter & Gamble does have a more mature material selection project and post-production process, which is closer to the positioning of medium and high-end daily chemicals than Colgate, Negro and other open-shelf toothpaste brands.
 
In fact, Crest's road to dominance in the Chinese market was not all smooth sailing, and Crest, which was the first to enter the mainland market, adopted the same "moth-proof" positioning as Colgate, but failed to gain the upper hand because it was difficult to shake Colgate's position advantage in entering the market first. Later, Crest, which re-arranged, adjusted the positioning of its toothpaste products to "whitening", and took the lead in launching the "3D dazzling whitening" series of star products, successfully occupying the whitening effect toothpaste market.
 
Different from the chemical bleaching principle of sodium hydroxide used in Aihemei toothpaste, the 3D dazzling whitening series is to achieve physical whitening through friction agent ingredients, and the main MICA whitening factor is actually a composite friction particle containing hydrated silica and pyrophosphate, which has stronger cleaning strength than ordinary single friction agent, and has a better removal effect on exogenous pigments, and can achieve a whitening effect visible to the naked eye after long-term use. However, because it is physical wear and tear, it is not recommended for people with fragile dentin for a long time. As a toothpaste with whitening effect, the unit price of this series is less than 20 yuan, and the cost performance is high.
 
And when it comes to Crest's flagship product, it is the Quanyou 7-Effect series. It claims to have seven functions such as anti-cavity repair and reducing gum problems, and the price is between 10 and 30 yuan. In fact, the function of this series of products is that it contains P&G's housekeeping technology ingredients: stannous-fluorine system, stannous-fluorine system not only fluoride mothproof, but also can produce anti-allergic ingredients in an alkaline environment, as well as a certain antibacterial effect, which is equivalent to the "golden oil" in the toothpaste system. Among them, the anti-allergy toothpaste is one of the first Crest toothpastes with a stabilized stannous-fluoride system, which is different from the anti-allergy principle of Shuda and Lengsouring toothpaste, but both are certified as effective anti-allergy forms by the industry.
 
In terms of use, due to the high humectant composition and viscosity added by Crest toothpaste, the toothpaste is viscous in taste and the solubility is average, so it is recommended to rinse your mouth fully after brushing your teeth to reduce the residue of toothpaste in the mouth. In addition, Oral-B, which is also a subsidiary of Procter & Gamble, has also launched a series of turbidity bubble toothpaste in the Chinese market, which is also a stannous-fluoride system to exert the effect of gum protection, which is almost the same as the ingredient technology of Crest Perfect Seven Effects Gum Care, with a unit price of 30 yuan a piece.
 
It is worth mentioning that although it is a global daily chemical giant, P&G's annual controversy has never disappeared. Some Chinese consumers have accused Crest of toothpaste of different production qualities, and even though the official announcement of the production standards is the same, the controversy remains. He was also fined more than 6 million yuan by the Shanghai Municipal Administration for Industry and Commerce for false advertising. Even so, it still can't shake the position of its products in the Chinese toothpaste market.