New Anhydrous Stannous Fluoride Toothpaste Beats Sensitivity Pain Fast

GSK CONSUMER HEALTHCARE LAUNCHES NEW SENSODYNE RAPID RELIEF

New unique formulation is clinically proven to provide fast relief from the first brush¹and long-lasting* protection from dentine hypersensitivity.^,2

London, UK, June 2017 -  GlaxoSmithKline Consumer Healthcare, the manufacturer of the number one leading sensitive toothpaste brand Sensodyne, today announced an advancement in dental care with the launch of new Sensodyne Rapid Relief. The unique anhydrous formulation works rapidly to form a barrier over exposed dentine and reduce sensitivity in just 60 seconds.¹ The new formulation builds ongoing protection with every brush, supporting the long-term management of dentine hypersensitivity*,³ a painful, chronic condition affecting as many as one in three people.⁴

The use of GSK Consumer Healthcare’s proprietary anhydrous formulation technology, means that individual ingredients contained in the formulation, including stannous fluoride and bio-adhesive polymers, remain stable and ready for activation by water. On contact with saliva in the mouth, the facilitating polymer becomes adhesive, and is able to form a gel-like scaffold in the surface of dentine, helping to trap stannous ions which occlude the open ends of the dentine tubules. In vitro data shows that after just one application, stannous ions, the key sensitivity active ingredient in new Sensodyne Rapid Relief, can extend as much as 80μm deep into the tubules,⁵ providing rapid occlusion and a 127 percent reduction in the flow of fluid through the dentine tubules, compared to the previous stannous fluoride formulation**.⁶ This robust occlusion is resistant to exposure to dietary acids, leading to clinically proven fast and long-lasting relief* from the pain of dentine hypersensitivity.⁷

“Dentine hypersensitivity is a common, and painful condition caused when the microscopic tubules in the dentine become exposed. Dentine exposure can be as a result of gum recession or enamel wear, uncovering thousands of tiny, narrow passages deep into the tooth, where there are exposed nerve endings. The pain is caused most often when eating cold or hot food/drink, which causes fluid movements in the tubules that stimulate the nerves, creating an instant, short, sharp pain. Many people adopt temporary coping strategies, avoiding contact with the affected area. Some avoid dental appointments for fear of major dental work, which can lead to further oral complications.^4,8,9  However, with the launch of the new formulation of Sensodyne Rapid Relief, GSK Consumer Healthcare offers a formulation clinically proven to relieve the pain of sensitive teeth in 60 seconds and give long lasting protection from its return.” said by Jon Creeth – Medical Affairs Principal Scientist GSK Consumer Healthcare.

“Sensodyne Rapid Relief beats sensitivity pain fast by enhancing the adhesiveness of the product on the tooth surface. This helps deliver the stannous fluoride effectively, allowing it to get to work really fast,” said Dr David Urquhart, R&D Lead, Sensitivity & Acid Erosion.

With the launch of Sensodyne Rapid Relief, GSK Consumer Healthcare aims to alleviate the symptoms of dentine hypersensitivity from the first brush, to break the cycle of pain some people find themselves in and enable long-term protection from dentine [hyper]sensitivity*. Through this and its broader Sensodyne portfolio, GSK Consumer Healthcare intends to make dentine hypersensitivity an easily manageable condition over the long-term, building on their overall purpose to create a future where every life is sensitivity-free.

Twice-daily brushing with Sensodyne Rapid Relief has been shown to continue to reduce dentine hypersensitivity over time,^3,10 while providing all the benefits expected of a regular toothpaste. Long-term use of sensitivity toothpastes like Sensodyne Rapid Relief have been found to lead to noticeable reductions in the impact of dentine hypersensitivity on everyday life,³ and in turn, a reduction in the ‘coping strategies’ used by people with sensitive teeth.⁹

Sensodyne Rapid Relief is available in store now. Also available in Whitening.

CHGBI/CHSENO/0085/17

About GSK Consumer Healthcare

GSK Consumer Healthcare is one of the world's largest consumer healthcare companies, responsible for some of the world’s best loved healthcare brands including AQUAFRESH, Sensodyne, Corsodyl, Panadol, Poligrip, Otrivin and Horlicks.

References

1.     GSK data on file 205710. July, 2016.

2.     GSK data on file 205697. June, 2016.

3.     GSK data on file RH01897. August, 2014

4.     Addy M. Dentine hypersensitivity: new perspectives on an old problem. Int Dent J. 2002;52: 367– 375.

5.     GSK data on file 2016.

6.     GSK Data on File ML636. November, 2016.           

7.     Accepted for presentation at IADR 2017 Abstract number 2632629

8.     Baker S et al. Longitudinal validation of the Dentine Hypersensitivity Experience Questionnaire (DHEQ). Poster presented at: IADR/AADR/CADR General Session & Exhibition; 2013 March 20–23, Seattle, Washington.

9.     GSK data on file Sensitive Teeth and Attitude Study. March, 2008.

10.  Parkinson CR, Jeffery P, Milleman JL, et al., Confirmation of efficacy in providing relief from the pain of dentin hypersensitivity of an anhydrous dentifrice containing 0.454% with or without stannous fluoride in an 8-week randomized clinical trial. Am J Dent. 2015;28(4):190-196.

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