NEW YORK — Hailing a major advance in the treatment of tooth sensitivity, Colgate-Palmolive has rolled out Colgate Sensitive Pro-Relief toothpaste.

The company said Tuesday that the product marks its entry into the sensitive toothpaste segment and "will revolutionize the way millions of consumers treat and prevent sensitivity pain."

"Sensitivity is more than just an inconvenience; it’s a common condition that can cause unwanted pain," according to Dr. William DeVizio, vice president of global technology for Colgate-Palmolive. "New Colgate Sensitive Pro-Relief toothpaste is clinically proven to deliver faster and long-lasting sensitivity relief versus a leading sensitive toothpaste. Its proprietary formula penetrates to the source of pain, the nerve, to soothe the pain faster, shielding the nerve to prevent the pain from coming back."

Forty million U.S. consumers suffer from tooth sensitivity, and the condition affects up to 57% of consumers worldwide, Colgate-Palmolive reported. Cold air, a hot drink or a sweet dessert can cause acute sensitivity pain, and the touch of a dental instrument can make routine dental visits unbearable — leading sensitivity sufferers to avoid regular checkups and possibly triggering other oral care problems, the company added.

"Building on the success of its companion in-office professional product, Colgate Sensitive Pro-Relief toothpaste offers an innovative approach to treating tooth sensitivity and will help consumers control their tooth sensitivity and live life to the fullest," commented Nigel Burton, president of global oral care at Colgate-Palmolive.

Colgate Sensitive Pro-Relief toothpaste is available now at drug store, supermarket and other mass retail chains nationwide.