When consumer packaged goods giant, Procter& has foc Gamble, introduced Crest Whilestrips nationally in May, in the 2001, it was the first product of its kind to offer over-the-counter whitening at on affordable price in a convenient delivery system. The product comes in strips that are applied to upper and lower leeth for 30 minutes twice a day for 14 days. The clear, flexible strips contain a peroxi-reporte gel that bleaches the teeth. Most customers do notice a difference, and the company claims the produd whilens teeth 10 times better than traditional whitening toothpaste.