28 March 2015


Sensodyne®, sensitive teeth experts, launch Sensodyne® True White, to help sensitivity sufferers gently whiten their teeth
Research shows that nearly half of the UK population (44%) are dissatisfied with the colour of their teeth and 75% want them to be whiter.
 However,in the quest for a whiter smile, sensitivity sufferers may be compromising the needs of their sensitive teeth by switching between a specialised sensitive toothpaste and an everyday whitening toothpaste, which may have higher abrasivity.

Offering a specialist one-paste solution, Sensodyne®, sensitive teeth experts, is launching the latest breakthrough in whitening for sensitive teeth.
Available from boots for £7.99 in Extra Fresh and Mint flavours:

New Sensodyne® True White is a unique, ultra-low abrasion toothpaste designed to care for sensitive teeth and gently whiten, with twice daily brushing.
More than ten times less abrasive than many everyday whitening toothpastes Sensodyne® True White provides specialist care for sensitive teeth, whilst helping to gently lift and prevent tooth stains.
“A healthy and natural white smile is increasingly important for many of us – it’s the first thing you see when you meet someone and it can have a major impact on confidence,” says Paul Cootes Vice President Sensitivity Acid Erosion Research & Development. “By switching between a sensitive toothpaste and an everyday whitening toothpaste, which may have higher abrasivity, sensitivity sufferers could be losing out on the most appropriate care for their condition and increasing wear of these sensitive areas of teeth.”

Sensitive teeth are caused by the gradual exposure of dentine through the loss of enamel on the tooth's surface or gum recession. Sensitivity is characterised by a short, sharp pain or a dull, throbbing ache in response to an external stimulus, such as eating or drinking hot, cold or sweet things. This exposed dentine, which can be up to ten times softer than enamel, is more susceptible to abrasive wear. Research has shown that brushing with an ultra-low abrasion toothpaste, such as Sensodyne® True White, is as gentle to exposed dentine as brushing with water after 10 days of use.
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