Procter & Gamble is capitalising on the teeth whitening trend with the launch of Oral-B 3D White toothpaste (rrp: £3.49). Available in two variants – Brilliance and Enamel Protect, the product claims to provide users with visibly whiter teeth in two weeks. The July launch will be supported by a multi-million marketing campaign, including TV advertising fronted by This Morning presenter Holly Willoughby. The firm is also launching a range of TriZone power brushes aimed at consumers used to manual brushing, which have sweeping, rather than oscillating bristles. Prices start from £49.95.

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