Crest has expanded its Pro-Health product roster with Pro-Health Sensitive Shield, a new line designed to provide more comprehensive oral care while also protecting against teeth sensitivity.


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Crest Pro-Health Sensitive Shield makes debut

March 16th, 2010

CINCINNATI – Crest has expanded its Pro-Health product roster with Pro-Health Sensitive Shield, a new line designed to provide more comprehensive oral care while also protecting against teeth sensitivity.

The Procter & Gamble brand said Tuesday that Pro-Health Sensitive Shield toothpaste brings a specially designed, smoother formula that's more comfortable for sensitive mouths while providing sensitivity protection and relief for "those with even the most sensitive of teeth."

More than half of adults will have tooth sensitivity at some point in their life, according to the company. Sensitivity is caused mainly by enamel loss and gum recession that exposes dentin tubules, allowing external triggers such as hot and cold temperatures to reach inside the tooth and stimulate the nerves.

P&G said Pro-Health Sensitive Shield toothpaste, which carries a suggested retail price of $3.25 for a 6-ounce tube, contains the active ingredient stannous fluoride, which reduces sensitivity by blocking the painful triggers from stimulating nerves inside teeth. Stannous fluoride also binds to enamel to create a micro-thin shield around teeth, providing added protection.

The new toothpaste also brings all the benefits of Crest Pro-Health, helping users protect against cavities, gingivitis, tartar and plaque while freshening breath and whitening teeth.

The Pro-Health Sensitive Shield family of products also includes Crest Glide Pro-Health Floss for Sensitive Gums ($2.99), which is two times softer than Glide Original and is designed to make flossing more comfortable for sensitive gums, as well as the Oral-B CrossAction Gentle Clean Brush ($2.99), which combines extra-soft CrissCross and Power Tip bristles to remove up to 90% of plaque while being gentle on gums.

"Crest Pro-Health Sensitive Shield addresses the needs of sensitivity sufferers by offering increased protection without trade-offs," commented Dr. Robert Gerlach, DDS, MPH, Research Fellow, P&G Worldwide Clinical Investigations. "Oftentimes, sensitivity sufferers fail to brush their teeth thoroughly due to the pain they feel while brushing."

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