AZ Ricerca Complete Plus toothpaste

AZ is a prominent oral hygiene brand specifically tailored for the Italian market. It originated in Italy as a specialized dental research brand, which is reflected in its tagline 'Ricerca' (Research). The brand gained significant recognition for its focus on clinical efficacy and advanced dental protection.

Historically, AZ was a local Italian brand that eventually became part of the global portfolio of Procter & Gamble (P&G). In many other international markets, the products sharing the same technology and packaging design are marketed under the 'Crest' or 'Oral-B' brands. This alignment allows the brand to benefit from global research and development while maintaining its strong local heritage in Italy. Manufacturing takes place in various P&G facilities across Europe and globally to satisfy regional demand.

The ultimate owner, Procter & Gamble, is a multinational consumer goods corporation based in the United States. They manage AZ as a strategic pillar of their oral care division in Southern Europe, ensuring the brand remains a household name for cavity protection and whitening in the Italian region.