WARREN, N.J. —  GSK Consumer Healthcare Wednesday announced an innovation for Pronamel with the launch of new Pronamel Intensive Enamel Repair toothpaste, designed to help actively repair acid-weakened enamel and protect teeth from future effects of acid erosion with twice daily brushing.

Everyday acids in your diet, like green juice, wine and salad dressing, can weaken tooth enamel over time making it susceptible to further damage. As enamel wears away, it exposes the dentin underneath, discoloring and dulling a healthy smile and leaving teeth susceptible to cavities and expensive dental treatments.

In a recent study of 2,000 Americans conducted by Pronamel in partnership with OnePoll, the results revealed that oral health is one of the American population’s top priorities, but few understand the key role enamel plays in the overall health and wellness of teeth:

• 83% ranked oral health as an important health priority, followed by mental health (78%) and exercise (74%)
• 36% ranked oral health as one of the most significant elements in their life, followed by relationships (30%) and careers (21%)
• 67% found their teeth to be the most frequently worried about part of their appearance
• 35% did not know the role enamel plays in overall oral health, and only half knew enamel protected against cavities

The innovation provides dual support – enamel repair and cavity protection – by locking in vital minerals that absorb deep into the enamel to help repair microdamage and rebuild enamel strength while also inhibiting the demineralization of enamel, leaving teeth strong and more protected.

“At GSK, we pride ourselves on developing innovative new oral care products utilizing our deep science expertise to provide consumers with a meaningful solution,” said Chris Concerto, senior brand manager of Pronamel. “Our goal with the launch of new Pronamel Repair toothpaste is to provide consumers with a product that not only helps repair and strengthen acid-weakened enamel but protects against the effects of acid erosion as well.”

Pronamel Repair toothpaste is available online and at major retail stores nationwide and is SLS-free and made without phosphates. Pronamel also offers other toothpastes with fluoride for enamel protection and cavity prevention, which include Strong & Bright, Fresh Breath, Gentle Whitening, Multi-Action and Daily Protection.