Oral Health Month Kicks Off Launch Of New Toothpaste That Actually Helps Repair Sensitive Teeth

New NovaMin® Technology Creates a Reparative Layer Over Sensitive Areas of Teeth

TORONTO, April 16, 2013 /CNW/ - One-in-three Canadians regularly experiences painful teeth due to sensitivity.¹ What's worse is that of those Canadians living with tooth sensitivity, 44 per cent aren't aware it's a permanent condition without ongoing treatment.² The good news is that the start of this Oral Health Month in Canada also marks the launch of Sensodyne Repair & Protect  across the country - a breakthrough toothpaste formulation that allows Canadians to think beyond sensitivity relief and actually helps repair sensitive teeth.*

Sensodyne Repair & Protect toothpaste contains clinically proven NovaMin® Technology, a unique formula that helps repair sensitive areas with the natural building blocks of teeth to prevent the twinges of sensitivity. The NovaMin® attaches itself to the tiny holes that are exposed in the areas of teeth that are sensitive, and this unique toothpaste formula starts to form a protective layer when it comes into contact with saliva, which helps repair the areas of vulnerability, and, when used twice daily, protects against future sensitivity.³

Tooth sensitivity, often described as an "unpleasant or shooting pain," most frequently occurs when eating or drinking hot, cold, or sweet food and drinks, or when breathing in cold air.⁴ Canadians may not realize that the pain is caused by tooth sensitivity, which develops over time as a result of receding gums, overly vigorous tooth brushing and tooth grinding.⁵

ABOUT SENSODYNE REPAIR & PROTECT

Sensodyne Repair & Protect toothpaste uses a breakthrough formulation containing a clinically proven technology called NovaMin® to continuously help repair, strengthen and protect sensitive teeth.*

"Dentine hypersensitivity, or tooth sensitivity, was first described in 1870, and is not a new problem," says Dr. Leonard Litkowski, the co-inventor of NovaMin® Technology and a dentist. "NovaMin® contains calcium and phosphate, which are elements found in our bodies, and releases them to form a reparative layer over and within exposed dentine. As a result, patients experience a reduction in tooth sensitivity."

With twice daily brushing, the toothpaste generates a dynamic layer whose constituents are tooth-like, preventing painful stimulation from being spread down the tubules to the underlying nerve. Built on science using a clinically proven technology called NovaMin®, this breakthrough formulation helps repair* the sensitive areas of the tooth,⁶ so Canadians experiencing sensitive teeth symptoms can go back to enjoying their favourite foods and drinks without the familiar painful "twinge."

Sensodyne Repair & Protect toothpaste is currently available in retail outlets across Canada. To find out more about sensitive teeth, talk to your dentist or visit www.sensodyne.ca.

GlaxoSmithKline Consumer Healthcare is one of the world's largest over-the-counter consumer healthcare products companies. Its well-known brands include the leading oral healthcare products, Sensodyne®, ProNamel® and Aquafresh®, denture care products Polident® and PoliGrip®, Spectro® skincare products as well as many medicine cabinet staples - Abreva®, Breathe Right®, and TUMS® - which are trademarks owned by and/or licensed to GlaxoSmithKline Group of Companies.

GlaxoSmithKline - one of the world's leading research-based pharmaceutical and healthcare companies - is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For further information please visit www.gsk.ca.

* using NovaMin® Technology, where dentine is exposed/with twice daily brushing

References:

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¹ Canadian research: Data on file.
² Ibid.
³ Data on file.
⁴ Canadian research: Data on file.
⁵ Sensodyne.ca. http://www.sensodyne.ca/about-sensitive-teeth.aspx. Last accessed April 4, 2013.
⁶ Data on file.

SOURCE: GLAXOSMITHKLINE INC.

Rachel Jaikaran
GSK Consumer Healthcare
[phone]
[email protected]

Anya Kravets 
Edelman
[phone]
[email protected]