Issued: 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 UK1, 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.”
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.
Notes to editors
- Sensodyne® Repair & Protect is being launched in over 50 European and International markets in 2011. Roll-out to additional markets is planned from 2012 onwards.
- Sensodyne® Repair & Protect will be available at major UK supermarkets and pharmacies during March 2011
- To find out more about sensitive teeth talk to your dentist or visit www.sensodyne.co.uk
GlaxoSmithKline – one of the world’s leading research-based pharmaceutical and healthcare companies – is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For further information please visit www.gsk.com
The consumer healthcare business brings an added dynamic dimension to our company, with well known brands like Panadol®, NiQuitin®, Sensodyne® and Aquafresh® among others but, as with all our products, the driving force behind our consumer healthcare business is science. With four dedicated consumer healthcare R&D centres and consumer healthcare regulatory affairs, the business takes scientific innovation as seriously as marketing excellence and offers leading-edge capability in both.
Cautionary statement regarding forward-looking statements
Under the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995, GSK cautions investors that any forward-looking statements or projections made by GSK, including those made in this announcement, are subject to risks and uncertainties that may cause actual results to differ materially from those projected. Factors that may affect GSK’ s operations are described under ‘Risk Factors’ in the ‘Business Review’ in the company’ s Annual Report on Form 20-F for 2009.
- Research conducted by OnePoll, who surveyed 4,000 people in April 2010