Crest debuts Crest Pro-Health Sensitive Shield

March 16, 2010
Toothpaste offers oral-care solution with sensitivity protection.

CINCINNATI, Ohio--Crest has introduced Crest Pro-Health Sensitive Shield, the newest addition to the Crest Pro-Health family.

Crest Pro-Health is a toothpaste that aims to protect against teeth sensitivity and other areas dentists check: cavities, gingivitis, tartar, plaque, fresh breath, and whitening.

"Crest Pro-Health Sensitive Shield addresses the needs of sensitivity sufferers by offering increased protection without trade-offs," said 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. We created Crest Pro-Health Sensitive Shield with a specially designed smoother formula, making it more comfortable for sensitive mouths, while at the same time providing sensitivity protection and relief for those with even the most sensitive of teeth," added Dr. Gerlach.

More than 50% of adults will struggle with sensitivity at some point in their lifetime. Sensitivity is primarily caused by enamel loss and gum recession that exposes dentin tubules.

This exposure allows external triggers such as hot and cold temperatures to reach deep inside the tooth and stimulate the nerves, causing pain and sensitivity.

Crest Pro-Health Sensitive Shield contains the active ingredient stannous fluoride, which reduces sensitivity by blocking the painful triggers from stimulating nerves inside the tooth.

Stannous fluoride also binds to enamel to create a micro-thin shield around the tooth to protect it from future encounters with stimuli, such as hot and cold drinks or foods.

Crest has also developed the Crest Pro-Health Sensitive Shield family of products to care for sensitive teeth and gums:

* Crest Pro-Health Sensitive Shield Paste: Smoother than the original Pro-Health paste, Sensitive Shield contains stannous fluoride to protect teeth from sensitivity and to care for healthy teeth and gums. Suggested retail price: $3.25 (6 oz.).

* Crest Glide Pro-Health Floss for Sensitive Gums: The softest Crest Glide floss is two times softer as compared to Glide Original and is designed to make flossing more comfortable for sensitive gums. Suggested retail price: $2.99.

* Oral-B CrossAction Gentle Clean Brush: Combines extra soft CrissCross and Power Tip bristles to remove up to 90% of plaque while still being gentle on gums. Suggested retail price: $2.99.

For more information on Crest Pro-Health Sensitive Shield visit Crest.

To read more about Crest, go to Crest.

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