Colgate-Palmolive Introduces A New Toothpaste To Help Consumers Suffering From Tooth Sensitivity

London, September 2009.  Colgate-Palmolive is proud to announce the launch of Colgate® Sensitive Pro-ReliefTM Toothpaste; a new revolutionary treatment for dentine hypersensitivity that is clinically proven to deliver instant and lasting sensitivity relief.

Dentine hypersensitivity

Dentine hypersensitivity, also known as tooth sensitivity, is a highly prevalent condition affecting up to 57% of patients worldwide(i).  Most commonly triggered by cold temperatures and stimuli such as hot or cold food and beverages, the impact of dentine sensitivity ranges from preventing sufferers from simply drinking a glass of cold water or making a routine visit to the dentist a genuinely painful experience. Many people who suffer from sensitivity may choose to avoid dental care, which can lead to serious oral conditions such as cavities, gingivitis, periodontal disease and tooth loss.

Sensitivity is caused by the erosion of tooth enamel by acidic foods and gingival recession (gum recession) due either to ageing and / or aggressive tooth brushing. The erosion means that the part of the tooth called dentine, the layer of the tooth found under the enamel, is exposed and tubules opened causing pain as stimuli reach the nerves. Dentine hypersensitivity can also be exacerbated by chemicals such as those found in some tooth whitening products.

Pro-ArginTM Technology

Recently published clinical data which has been shown at various dental association meetings around the world(ii) introduced a revolutionary new technology – called Pro-Argin™. This new technology works by plugging the channels that lead to sensitive tooth nerves, to block the pain.

This is the first sensitive toothpaste of its kind to step away from traditional paste formulae of the past.  Current sensitive toothpastes use chemicals (such as glutaraldehyde and acrylates) and potassium salts which work by only numbing the pain of sensitivity and require extended usage periods (4-8 weeks) before pain is reduced.

The Pro-Argin™ technology, recently made available in Colgate® Sensitive Pro-Relief™ toothpaste, uses arginine, an amino acid commonly found in foods and naturally produced in the human body, and an insoluble calcium compound, to provide protective oral health benefits. The Pro-Argin™ technology plugs the dentine tubules – a plug that remains intact even after exposure to acids - to prevent the transmission of pain.

Instant and lasting relief

Colgate® Sensitive Pro-ReliefTM can be directly applied to a sensitive tooth to deliver instant relief; the correct method to achieve this is by using your finger tip to directly massage for one minute.  With regular brushing, the toothpaste builds a lasting protective barrier that acts like a seal against sensitivity.

This new technology will also be available in surgeries as a prophy paste.  This in-surgery treatment will be relevant for all sensitivity sufferers, helping them to realise a new sense of freedom from dentine hypersensitivity.

Scott Sherwood, General Manager Colgate-Palmolive (UK) Limited commented “As a global leader in oral care, Colgate-Palmolive continues to deliver solutions that address serious oral conditions, helping to improve the oral health and well-being of consumers worldwide. The launch of Colgate® Sensitive Pro-Relief™ toothpaste extends Colgate-Palmolive’s technology leadership to the sensitive segment and could revolutionise the way millions of consumers treat and prevent sensitivity pain.”

Product information

• Colgate® Sensitive Pro-ReliefTM is the first toothpaste to incorporate Pro-ArginTM technology

• Its clinically proven Pro-ArginTM formula uses an amino acid, arginine and an insoluble calcium compound, calcium carbonate to treat and prevent sensitivity symptoms

• Contains 1450 ppm fluoride for caries protection

• Use only as directed

• Colgate® Sensitive Pro-ReliefTM is available from high street chemists and major supermarkets

• Colgate® Sensitive Pro-ReliefTM toothpaste 75ml - £3.49

• Colgate® Sensitive Pro-ReliefTM toothpaste 35ml - £1.79

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