Class Eligibility:

The settlement covers purchases of Crest Sensitivity Treatment & Protection toothpaste between 2/2011 and 3/2013.

Estimated Amount:

If you have receipt or other proof of purchase (store receipt, UPC code, etc), you will receive a refund of your purchase price for any Crest Sensitive toothpaste purchased during the claim period. You may claim a maximum of one tube per person living in your household.

If you no longer have proof of purchase you are eligible for a $4 rebate.

Proof of Purchase:

NOT required

Claim Form: Crest Sensitivity Claim Form
Case Name: Rossi v. The Procter & Gamble Company,
Case No. 11-CV-7238 (JLL)(MAH)
Case Summary:

Crest Sensitivity was sued for misleading advertising by the plaintiff. The plaintiffs allege that Crest Sensitivity, which is marketed as providing rapid relief from tooth sensitivity was actually identical to the regular Crest Pro-Health Toothpaste other than the addition of a inert food coloring! Crest charged an extra $3 per tube of sensitive toothpaste. Procter and Gamble (owners of Crest) deny the accusation, but the case was settled prior to being adjudicated by a court.

If true, Crest’s ploy to market the standard toothpaste as treating tooth sensitivity was extraordinarily cynical and deceptive. Adding green food coloring to the standard toothpaste, and then preying on people with sensitive teeth to extract at extra $3 is the kind of thing you would expect from patent medicine hucksters in the 1800s, not from Procter and Gamble one of the most well respected companies in the world.

Settlement Pool: uncapped
Settlement Website: Crest Sensitivity Settlement
Claim Form Deadline: August 19, 2013 (or later)
Claims Administrator: Rossi v. Procter & Gamble Claims Administrator
c/o KCC Class Action Services, LLC
P.O. Box 43163
Providence, RI 0294-3163
1-888-510-1707