✦ Marketing honesty?
Only on What AI Would BuyBelow the category average — #29 of 36 brands we’ve fact-checked in Beauty & Personal Care (category avg 76).
How this score is computed
We lift Crest's headline marketing claims off its product pages and check each one against what owners and expert reviewers report — every claim scores 100 if it holds up, 50 if the picture is mixed, 0 if it's overstated. Crest's 67 is the average across 2 checked products.
Of the 7 claims we could check, 3 hold up, 3 are mixed and 1 is overstated — its marketing claims are a mixed bag against what owners and reviewers report. That puts Crest #29 of 36 brands we've checked in Beauty & Personal Care, where the median score is 76.
as of Aug 12 products · 7 claimsrecomputed weekly
Beauty & Personal Care
its home category
What the AIs say
#19 best · 6 of 6 agree“AI Mode ranks Crest highest (avg #3.0 over 3 mentions); Grok is the most sceptical (#15.2).”
synthesised · the AI panel
What reviewers say
3.7 / 5 ★ · 1 reviewed1 of 12 products reviewed
Act one
What the machines think.
Several 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.
AI Mode ranks Crest highest (avg #3.0 over 3 mentions); Grok is the most sceptical (#15.2).
AI Mode
#3.0
avg over 3 mentions · best #3
ChatGPT
#6.2
avg over 11 mentions · best #1
Perplexity
#9.8
avg over 26 mentions · best #1
Gemini
#11.5
avg over 18 mentions · best #1
Claude
#11.9
avg over 15 mentions · best #1
Grok
#15.2
avg over 20 mentions · best #1
The words the panel uses
AI most often praises Crest for being "whitening" (21 mentions) and "fluoride" (9).
- whitening21
- fluoride9
- peroxide7
- alcohol-free6
- sensitivity relief6
- gum care6
- enamel safe6
- sensitivity6
- clean5
- premium5
- sensitive5
- enamel-safe5
Wins & misses?
Where it leads, where it lags.
Crest lands 4 top-10 placements (including 2 #1s) 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 13 weeks of tracking: 2 intents steady, 2 climbed, 1 slipped. Biggest move: slipped 10 ranks in Best Electric Toothbrushes (now #21).
Act two · ★ new
What the people say.
The same lineup, judged by the buyers who rated it.
Act three
The lineup, ranked.
Every Crest product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
Gum Detoxify is Crest's most-recommended product, ranking across 2 buyer questions, with 3D White Brilliance Toothpaste close behind.
Whitening toothpaste
Whitening toothpaste with fluoride
The bottom line
So which one do you buy?
Best overall
Tops both judges — the AIs’ #3 pick, with a reviewer score to match.
Owners' favourite
Highest buyer rating in the lineup — ★4.7 across 8.3k Google reviews.
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-BBeauty & Personal CareCrest leads 4–0 · 4 shared · 1 categoryCompare
- LumineuxBeauty & Personal CareCrest leads 4–0 · 4 shared · 1 categoryCompare
- SensodyneBeauty & Personal CareCrest leads 3–1 · 4 shared · 1 categoryCompare
- ColgateBeauty & Personal CareCrest leads 2–1 · 4 shared · 1 categoryCompare
- ParodontaxBeauty & Personal CareCrest leads 3–0 · 3 shared · 1 categoryCompare
- Tom's of MaineBeauty & Personal CareCrest leads 3–0 · 3 shared · 1 categoryCompare
- Burt's BeesBeauty & Personal CareCrest leads 3–0 · 3 shared · 1 categoryCompare
The recap
Where it stands today.
- Reviewer verdict★Not enough evidence yet — avg 3.7 / 5 from 1 reviewed product; more reviews needed before we call agreement.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #1), across 4 buying intents.
- AI verdictAI Mode ranks Crest highest (avg #3.0); Grok most sceptical (#15.2).
- TraitsMost often associated with “whitening” (21 mentions) and “fluoride” (9).
- Top productGum Detoxify is the most-mentioned Crest product this snapshot.
- Closest rivalOral-B (4–0 across 4 shared intents).
browse Crest in these categories