Crest Launches Search for ‘Girl with the Breathtaking Smile’

Winner to become the face of Crest 3D White Fresh across the Middle East in 7 countries

Crest has begun a search for the ‘Girl with the Breathtaking Smile’, anchoring the launch of their new whitening toothpaste; 3D White Fresh. The main prize of the competition is as glamorous as 3D White Fresh itself; the lucky winner will be chosen to shine like a true ‘Crest Star’ in 2011!

As the face of Crest 3D White Fresh, the winner will front a holistic marketing campaign across the Arabian Peninsula in seven countries on all campaign visuals. Further, her array into the high-flying world of a top model will be confirmed thanks to a one year contract with the region’s leading modeling agency, Bareface.

“Oral-B Crest believes in the beauty and confidence of women in the Middle East. This search serves to launch not only an outstanding product but also the regional face of Oral-B Crest,” said, Mohammed Ali Faruqi, Brand Manager, Oral Care, Arabian Peninsula.

The campaign’s wide communication scope and Pan-Arab reach will turn our winner into a household name. It is a chance of a lifetime, and helps deliver on the Crest 3D White Fresh promise; with 3D White Fresh you will truly outshine the rest,” added Faruqi.

From November 2010 until January 15, 2011, girls in the UAE, Kuwait, Qatar, Oman and Bahrain will have the opportunity to upload their images to the 3D White Fresh website, www.crestwhitesmile.com and put their best smile forward. Visitors to the website will be able to vote for their favourite smile, resulting in a shortlist of 5 of the most popular faces.

A judging panel of leading professionals from the world of fashion and beauty will finally select the winning face of 3D White Fresh, revealing the winner’s details on the website on Januray 31st, 2011.

The campaign’s website, www.crestwhitesmile.com, will provide up-to-date contest information including popularity score, contender images and progress. The site will also serve as an interactive community, where visitors and contestants will be able to express their support and gain exclusive access to special offers and exciting prizes.

New 3D White Fresh toothpaste has been developed to provide both whitening and freshness benefits for the ultimate show-stopping smile. The revolutionary Hydra-Fresh™ technology and whitening particles effectively act on teeth, tongue and gum surfaces to deliver six times longer lasting freshness and whiter teeth.

For best results Crest 3D White Fresh should be used with its complementing Oral-B 3D White Fresh toothbrush.
3D White Fresh toothpaste is available in two mint fresh flavours;
Extreme Mint
Cool Water