CINCINNATI — Procter & Gamble’s Crest brand has  launched Crest Densify, a premium toothpaste that actively rebuilds tooth density by re-mineralizing enamel, the company said.

Crest Densify uses a new premium formula to offer a defense against early tooth decay and features stannous fluoride, the same active ingredient in many other Crest products .

The toothpaste strengthens teeth by re-hardening enamel (remineralization.) It protects teeth by preventing future decay (demineralization) by creating 24-hour density protection against density loss, with twice a day brushing.

“Most people don’t realize how important maintaining the density of your teeth is in relation to the longevity of your smile,” said Carlos Quintero, vice president of Oral Care North America of Procter & Gamble. “Crest Densify toothpaste extends the life of your teeth by actively rebuilding tooth density every time you brush. With this new launch, we want to encourage people to prioritize the wellness of their teeth every day and strengthen their smile for years to come.”