Relief for those with sensitive teeth

Colgate-Palmolive South Africa has introduced Colgate Sensitive Pro-Relief toothpaste, which is reckoned to be a major advance in the treatment of tooth sensitivity. With its patented, Pro-Argin formula, this global product is formulated to offer relief to the 29% of South Africans who have claimed to have suffered from sensitivity.[1]

Colgate Sensitive Pro-Relief is believed to be the first and only toothpaste to incorporate Colgate's Pro-Argin technology and the company says the new product is clinically proven "to deliver instant* and lasting sensitivity relief". While most of the sensitive toothpastes currently marketed primarily numb sensitivity pain, Colgate's new product is formulated to effectively plug the channels that lead to sensitive tooth nerves, thereby blocking the transmission of heat, cold, air and pressure that stimulate pain receptors within the teeth.

"Sensitivity is more than just an inconvenience, it's a common condition that can cause unwanted pain," said Dr. William DeVizio, VP, Global Technology, Colgate-Palmolive. "Colgate Sensitive Pro-Relief can be directly applied to a sensitive tooth, using your finger tip to gently massage for one minute*, to deliver instant relief from sensitivity. And regular brushing with the toothpaste builds a long-lasting protective barrier that acts like a seal against sensitivity."

A common affliction

Tooth sensitivity is an oral condition that affects up to 57% of consumers worldwide. Cold air, a hot drink or a sweet dessert can trigger acute sensitivity pain. Likewise, the touch of a dental instrument can make routine dental visits unbearable. This discomfort may lead sensitivity sufferers to avoid regular checks ups - neglect that can result in a progression of oral care problems. Colgate's new toothpaste is formulated to empower consumers to treat and prevent their sensitivity symptoms, helping to eliminate the fear of sensitivity pain.

"Colgate is committed to improving the oral health and well-being of consumers worldwide," said Nigel Burton, president, Global Oral Care, Colgate-Palmolive. "Colgate Sensitive Pro-Relief toothpaste offers an innovative approach to treating tooth sensitivity. Its clinically proven Pro-Argin formula will help consumers control their tooth sensitivity and live life to the fullest."

Colgate Sensitive Pro-Relief with Pro-Argin technology is currently available at all major retail outlets and pharmacies. For more information about the new toothpaste, go to www.instantrelief.co.za.

[1] Addy M. Dentine hypersensitivity: new perspectives on an old problem. Int Dent J. 2002;52 (Suppl 5):3367-3375

*When directly applied on the sensitive tooth for one minute.