Colgate launches revolutionary Colgate® Sensitive Pro-Relief™ toothpaste

Colgate launches revolutionary Colgate® Sensitive Pro-Relief™ toothpaste

A pioneering innovation for instant and long-lasting relief from problem of tooth sensitivity

Lucknow: Colgate-Palmolive (India) Ltd, the market leader in oral care, today announced the launch of Colgate® Sensitive Pro-Relief™ toothpaste in India - the first and only toothpaste clinically proven to provide instant and effective long lasting relief from Sensitivity.

Colgate® Sensitive Pro-Relief™ toothpaste is clinically proven to provide instant relief from tooth sensitivity in just one direct application. This scientifically advanced toothpaste uses the break-through Pro-Argin™ technology. The Pro-Argin™ technology contains arginine, an amino acid naturally found in saliva, and calcium carbonate. Our extensive research has demonstrated that arginine in the unique formulation provides superior perceivable protective oral health benefits.

While most of the sensitivity toothpastes currently marketed primarily numb tooth sensitivity, Colgate® Sensitive Pro-Relief™ with Pro-Argin™ technology effectively plugs the exposed dentine tubules that lead to sensitive tooth nerves, thereby blocking the transmission of heat, cold, air or pressure that stimulate pain receptors within teeth. One minute massage directly on the sensitive tooth with a small quantity of Colgate® Sensitive Pro-Relief™ toothpaste provides instant relief and with regular brushing one gets long lasting relief from tooth sensitivity.

Tooth sensitivity is the condition of a short, sharp pain experienced on consumption of hot or cold foods and liquids. Receding gums and damage to your tooth enamel can expose thousands of microscopic channels, which lead to your tooth’s nerve. When your teeth make contact with something hot, cold or sweet, sensations are carried down these channels directly to the nerve causing tooth sensitivity.

Tooth sensitivity is a widespread problem across India, but more importantly, the state of awareness about this problem is very low. A May 2011 survey commissioned by Colgate-Palmolive (India) Limited, conducted by Nielsen states:

ü  40% of the respondents claimed to suffer from tooth sensitivity

ü  The incidence of sensitivity increases from 33% (age 18-25) to 54% (age 51-55)

ü  31% of respondents suffering from tooth sensitivity think it is just a ‘toothache’

ü  Just 11% of the total respondents use toothpastes providing sensitivity relief

Speaking on the launch, Mr. Mukul Deoras, Managing Director, Colgate-Palmolive (India) Limited, said, “As the market leader and expert in oral care in India, Colgate has remained steadfast in its commitment towards innovation and introducing the best-in-class technology for our consumers in India and across the world. Tooth sensitivity is an oral condition that affects up to 57 per cent of consumers worldwide. Colgate® Sensitive Pro-Relief™ toothpaste is a revolutionary and one-of-its kind remedy that can provide consumers suffering from Sensitivity the much needed instant and long lasting relief.”

Colgate® Sensitive Pro-Relief™ toothpaste will be available at retail stores across India in two packs – 80g for Rs. 120 and 40g for Rs. 70.

For further Information, please contact:
Atul Malikram
9827092823