# Before-Bed Teeth Whiteners Crest Whitening Emulsions + Overnight Freshness Takes Seconds to Apply By Niko Pajkovic | Published 2022-03-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/crest-whitening-emulsions-overnight-freshness References: [businesswire](https://www.businesswire.com/news/home/20220309005331/en/Crest-Whitening-Emulsions-The-Most-Awarded-Teeth-Whitener-of-2021-Now-Available-with-New-Overnight-Freshness) & [crest](https://crest.com/en-us/oral-care-products/crest-whitening-emulsions-with-wand-applicator-overnight-freshness/) Crest, a leading American toothpaste and oral hygiene brand, has announced that it will be expanding its award-winning line of [at-home teeth whitening products](https://www.trendhunter.com/trends/athome-teeth-whitening-kits) with the launch Crest Whitening Emulsions + Overnight Freshness. The new product builds on the brand's original Crest Whitening products by adding the convenience of before bed application. In addition, the new teeth whitening innovation utilizes a "breakthrough" formula that can be applied in seconds and does not need to be rinsed or brushed off. According to the company, Crest Whitening Emulsions + Overnight Freshness is also totally [enamel-safe](https://www.trendhunter.com/trends/pronamel-clinical-enamel-strength-deep-clean) and will cause zero sensitivity -- both common concerns with at-home teeth whiteners. “Whether you’re getting ready for an upcoming date or swiping on before bed, this new innovation – inspired by consumers’ preference to whiten their smile as part of their evening routine – is even more convenient and works to whiten teeth even while sleeping,” said Aly Venneri, [Crest Teeth Whitening](https://www.trendhunter.com/trends/crest-3d-white-deep-stain-remover) Brand Director. Image Credit: Crest ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 44% | Activity: 56% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Before-bed Teeth Whitening:** Crest expands its teeth whitening line with an enamel-safe before bed formula for added convenience and effectiveness. - **Breakthrough Formula:** Crest utilizes a new formula that can be applied in seconds and does not require rinsing or brushing off, offering a disruptive innovation opportunity for the dental industry. - **Enamel-safe Whitening:** Crest offers enamel-safe teeth whitening that doesn't cause sensitivity, creating an opportunity for other oral hygiene brands to follow suit. ### Where This Applies - **Oral Hygiene:** The oral hygiene industry could benefit from developing before-bed enamel-safe teeth whitening products, following Crest's product expansion. - **Dental Industry:** Crest's breakthrough formula for teeth whitening without rinsing or brushing offers a disruptive innovation for the dental industry. - **Beauty Industry:** Crest's new teeth whitening products can disrupt the beauty industry by promoting at-home and before-bed teeth whitening opportunities. ## Related on Trend Hunter - [Express Teeth Whitening Kits](https://www.trendhunter.com/trends/colgate-teeth-whitening-kits.md) - [Advanced Whitening Toothpastes](https://www.trendhunter.com/trends/crest-3d-white-deep-stain-remover.md) - [Stain-Removing Daily Toothpastes](https://www.trendhunter.com/trends/3dwhite-deep-stain-remover.md) - [Efficient Teeth Brightening Strips](https://www.trendhunter.com/trends/platinum-express-dissolving-whitening-strips.md) - [Dissolving Whitening Strips](https://www.trendhunter.com/trends/dissolving-whitening-strips.md) - [Glowing Oral Devices](https://www.trendhunter.com/trends/platinum-pro-glow-teeth.md) - [Dental Stain Concealers](https://www.trendhunter.com/trends/dental-stain-concealer.md) - [Enamel-Safe Whitening Toothpastes](https://www.trendhunter.com/trends/colgate-optic-white.md) - [Stain Removal Tooth Polishes](https://www.trendhunter.com/trends/closeup-white-now.md)