P&G’s New Crest Densify Toothpaste Addresses Teeth Density

Forget gray hair and wrinkles; Millennials are concerned with losing their teeth as they age, according to new survey data from leading toothpaste brand Crest.

To that end, the P&G powerhouse brand is is rolling Crest Densify, a premium toothpaste that actively rebuilds tooth density by re-mineralizing enamel.

Fewer than one in five Millennials rank density and enamel protection as the top benefit they look for when selecting a toothpaste, but more than half are worried about losing their teeth as they age—ahead of going gray, getting wrinkles, or even gaining weight.

According to P&G, the Crest Densify formula, which features the same active ingredient in many other Crest products (stannous fluoride), re-hardens enamel and prevents future decay (demineralization) by creating 24-hour density protection against density loss, with twice a day brushing.

The P&G oral care brand says it wants to help people invest in the wellness of their teeth.