New Colgate sensitive toothpaste gets global roll-out

By Simon Pitman

- Last updated on GMT

The recently launched Colgate Pro-Relief has been given its global rollout, as the company targets the market for sensitive teeth.

First unveiled at the 150th Annual Session of the American Dental Association in Honolulu, Hawaii, the formula is claimed to be a breakthrough in the treatment of sensitive teeth as it incorporates the company’s patented Pro-Argin technology.

The technology has been developed using an amino acid, arginine, and an insoluble calcium compound, calcium carbonate, to seal open dentin tubules and help block stimuli of pain receptors within teeth.

Arginine is one of the 20 most common amino acids and plays an important part in cell division as well as the healing of wounds, giving it important restorative properties. Colgate says that is the first time it has been used in this type of dental treatment.

Technology works by binding to dentin surface

The company says that the technology works by binding to the negatively charged dentin surface and helps attract a calcium-rich layer into the dentin tubules to effectively plug and seal them.

This effectively provides an occlusion to the dentin tubules, which Colgate says remains in tact, even under acid attack, and helps to provide a barrier that gives pain relief after just several treatments.

“This Pro-Argin Technology will make dentin hypersensitivity a patient complaint that can be easily addressed and managed as part of an overall treatment plan,” ​said Dr. Mark Wolff, chair of the Department of Cariology and Comprehensive Care, New York University College of Dentistry.

Targeting a worldwide market for sensitive teeth

Colgate says it is targeting a market that is estimated to affect 57 percent of the adult population at any given time, making eating or drinking often a painful experience.

The product has already been launched in North America over the course of the last two months, and is now being rolled out in key markets in Europe, having just been launched in the UK this week.

Currently the worldwide market for sensitive teeth oral care is dominated by the Sensodyne brand, which is marketed by British pharmaceuticals giant GlaxoSmithKline.

Related topics Market Trends

Related news