Best rank
#1 in Beauty & Personal Care — its strongest category.
What the AIs say
#1 best · 4 of 4 agree“Claude ranks Crest highest (avg #7.1 over 8 mentions); Gemini is the most sceptical (#11.8).”
synthesised · the AI panel
The brief
The brand in a paragraph.
Crest began in 1955 as a Procter & Gamble division in the United States. They make toothpaste. In 1960, Crest became the first toothpaste approved by the American Dental Association for cavity prevention. That seal changed how Americans bought toothpaste. Today Crest dominates the U.S. market. The brand appears across 21,133 tracked brands globally and ranks first in Beauty & Personal Care. Crest controls roughly one-third of American toothpaste sales. Their products span whitening pastes, electric toothbrushes, and mouthwash. The brand remains synonymous with cavity protection in households where it has stayed for generations.
Act one
What the machines think.
Three AI models read the whole category and rank Crest's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
Claude ranks Crest highest (avg #7.1 over 8 mentions); Gemini is the most sceptical (#11.8).
Claude
#7.1
avg over 8 mentions · best #1
perplexity
#10.0
avg over 24 mentions · best #1
ChatGPT
#11.0
avg over 27 mentions · best #1
Gemini
#11.8
avg over 9 mentions · best #1
Wins & misses?
Where it leads, where it lags.
Crest lands 4 top-10 placements (including 1 #1) with no clear weak spots in tracked intents.
Top wins
Where it lags
No misses below #20 — Crest is a top-tier presence everywhere it appears.
Rank trajectory?
Weeks of movement.
Across 6 weeks of tracking: 2 intents steady, 1 climbed, 2 slipped. Biggest move: slipped 16 ranks in Best Electric Toothbrushes (now #27).
Act three · ★ new
Do they agree?
Put the two verdicts side by side — every product with its AI rank and its reviewer score — and see where the machines and the buyers line up, and where they don't.
The lineup, reconciled?
Every product — both verdicts.
3D White Whitening Therapy Enamel Care Toothpaste is Crest's most-recommended product, ranking across 2 buyer questions, with 3D Whitestrips Glamorous White close behind.
Traits?
The words the panel uses.
AI most often praises Crest for being "whitening" (10 mentions) and "stannous fluoride" (6).
- whitening10
- stannous fluoride6
- affordable6
- fluoride5
- fresh breath5
- gum health4
- sensitivity relief4
- enamel-safe4
- alcohol-free3
- daily use3
- gum care3
- sensitivity3
Rivals?
Who it competes against.
Crest's closest rival is Oral-B — and Crest comes out ahead in 4 of 4 of the questions they both answer (100%).
- Oral-B
Beauty & Personal Care
Crest leads 4–0
Across 4 shared questions
- Hello
Beauty & Personal Care
Crest leads 4–0
Across 4 shared questions
- Sensodyne
Beauty & Personal Care
Crest leads 3–1
Across 4 shared questions
- Colgate
Beauty & Personal Care
Colgate leads 2–1
Across 4 shared questions · 1 tied
- Boka
Beauty & Personal Care
Crest leads 3–0
Across 3 shared questions
- Tom's of Maine
Beauty & Personal Care
Crest leads 3–0
Across 3 shared questions
- Davids
Beauty & Personal Care
Crest leads 3–0
Across 3 shared questions
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best #1), across 4 buying intents.
- AI verdictClaude ranks Crest highest (avg #7.1); Gemini most sceptical (#11.8).
- TraitsMost often associated with “whitening” (10 mentions) and “stannous fluoride” (6).
- Top product3D White Whitening Therapy Enamel Care Toothpaste is the most-mentioned Crest product this snapshot.
- Closest rivalOral-B (4–0 across 4 shared intents).
browse Crest in these categories