Issued: Tuesday 1 March 2011, London UK

GlaxoSmithKline Consumer Healthcare, the maker of leading sensitive toothpaste brand Sensodyne®, today announced a breakthrough in dental care with the launch of new Sensodyne Repair & Protect.  The breakthrough formulation, which the company will launch in over 50 European and International markets during 2011, is the first everyday fluoride toothpaste to contain patented NovaMin® technology, which is scientifically proven to repair* sensitive teeth by forming a tooth-like layer over exposed dentine to help continually repair and protect sensitive areas.
Sensitive teeth are common, affecting 81% of adults in the UK 1 , yet many do not know that the twinges they experience are a sign of sensitivity which is caused by exposed dentine.  Rather than addressing the problem, a large number of sufferers try to ignore the twinges or develop ways to avoid them, without realising their teeth have vulnerable areas.
Professor David Bartlett explains, “Tooth sensitivity is caused when the dentine is exposed.  This dentine that makes up most of the tooth is porous, with thousands of tiny channels running through it to a nerve in the centre.  A layer of hard enamel on the crown of a tooth protects the underlying dentine, but if this dentine is exposed, a tooth can become sensitive and vulnerable.”

Breakthrough formulation

New Sensodyne Repair & Protect contains NovaMin technology, originally developed to help stimulate bone regeneration, which seeks out the areas of teeth that are sensitive.  The NovaMin technology forms a tooth-like layer over exposed dentine which is approximately 50% harder than healthy dentine helping to continually repair and protect with twice daily brushing.  
NovaMin reacts rapidly with water, therefore the challenge for GlaxoSmithKline Consumer Healthcare was to develop a non-water based formula that could be used in an everyday fluoride-based toothpaste.
Once exposed to water or saliva, NovaMin releases calcium and phosphate ions, the building blocks for teeth that are naturally attracted to exposed dentine.  These ions bind themselves to the collagen in the exposed dentine, and from first use, begin to form a protective mineral layer that mimics the tooth’s natural make-up. 
Dr Teresa Layer, Vice-President, Oral Healthcare R&D Future Teams, GlaxoSmithKline Consumer Healthcare commented, “Sensodyne Repair & Protect is a technological advance in everyday dental care. With twice daily brushing it helps to continuously repair exposed dentine and provides substantive protection from sensitivity.”
Used twice daily, as you would a regular toothpaste; Sensodyne Repair & Protect will continually help repair sensitive teeth and help prevent sensitivity. Plus, it provides the benefits of an ordinary daily fluoride toothpaste including all-round protection, cleaning and freshness.

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