Recent social media discussions have highlighted concerns about Crest's "Whitelock" toothpaste packaging. Consumers reported that while the front label prominently displays the term "锁白" (Whitelock) in large font, the bottom of the package contains a much smaller disclaimer stating that "Whitelock is a registered trademark and does not represent a product efficacy claim." Many buyers feel this presentation is misleading.
The issue quickly gained traction online, with numerous customers expressing frustration. Some stated they felt deceived by Crest, while others criticized what they perceived as ambiguous marketing tactics. One user commented, "If not for teeth whitening effects, why would anyone spend dozens of yuan on a toothpaste? Now they tell us it's just a trademark name?"
According to Procter & Gamble's official flagship store, both old and new packaging versions of the Whitelock toothpaste are currently being shipped randomly. Both versions feature the "锁白" designation and the "Whitelock" trademark on the front. However, the old packaging's bottom text stated that "锁白 refers to helping resist external staining," while the new packaging clarifies that "Whitelock is a registered trademark and is not an efficacy claim."
When contacted for comment, Procter & Gamble had not responded by the time of publication. Customer service representatives from the company previously clarified that the toothpaste does not actually provide "lock-white" effects, but rather focuses on stain removal and prevention, confirming that "Whitelock" is indeed a registered trademark.
Industry analyst Zhou Ting criticized this marketing approach, stating that "using large font for promotion and small print for disclaimers may seem like exploiting regulatory gaps, but it essentially constitutes deceptive practice." She advised consumers to protect their rights and consider boycotting such brands, emphasizing that "businesses should maintain ethical standards when pursuing profits."
The controversy emerges as Procter & Gamble faces broader business challenges. The consumer goods giant recently reported modest financial results for its fiscal second quarter ending December 2025, with revenue reaching $22.208 billion (approximately 154.956 billion yuan), representing only 1% year-over-year growth. Net profit attributable to shareholders declined by 7% to $4.32 billion (approximately 30.22 billion yuan).
This isn't the first time Procter & Gamble's products have faced public scrutiny. In January 2026, the company's Always brand sanitary napkins encountered quality complaints regarding misaligned absorption cores. The following March, a viral video showed apparent insect eggs being squeezed from a bottle of Head & Shoulders shampoo, sparking widespread concern.
On consumer complaint platforms, Crest has accumulated nearly 200 complaints related to product quality, foreign substances in toothpaste, and poor customer service. Market data shows that Crest holds only 7.09% market share in China's toothpaste category, ranking fourth, while local brand Yunnan Baiyao leads with 25.3% market share.
Zhou Ting noted that while Crest benefits from Procter & Gamble's brand reputation and research capabilities, these advantages are diminishing in the face of competition from domestic brands. "In China's evolving toothpaste market," she observed, "product efficacy forms the foundation, but brand affinity and customer experience will ultimately determine success."