Sensodyne toothpaste launched in Lebanon
Beirut, May 18, 2011
GlaxoSmithKline (GSK) has announced the Lebanon launch of its Sensodyne Repair and Protect, a toothpaste that helps continuously repair sensitive teeth.
GSK revealed that this is the first daily fluoride toothpaste to contain Novamin, an advanced technology that builds a substantive reparative layer over exposed dentine using the natural building blocks of teeth.
As the incidence of dentine hypersensitivity or tooth sensitivity increases, the focus of dentistry is now on treatment rather than pain relief. Novamin, an advanced calcium phosphate technology, patented by Sensodyne, employs the same bioactive material used in advanced bone regeneration techniques. The reparative layer has a similar chemical composition to Hydroxyapatite, mimicking the tooth’s natural composition and strongly binding to the collagen in dentine, a statement said.
“GSK Consumer Healthcare has for long been focused on providing the best science-based solutions to address this issue. The launch of Sensodyne Repair and Protect heralds the start of a new era where repairing sensitive tooth is a reality,” said Ambati Venu, vice president & general manager, GSK Consumer Healthcare.
This dynamic reparative layer is harder than natural dentin and helps maintain lasting protection with regular twice daily use, to not only deliver clinically proven relief from the pain of dentine hypersensitivity but also to withstand daily oral challenges such as tooth brush abrasion, and dietary acid challenges, the statement said.
Clinical studies show that the protective layer is at its optimum after about 5 days. Once an initial layer is built up, this process continues to form the layer where needed with daily use as compared to other treatments that are static and do not continue to seek and repair. The new treatment results in continuous and longer lasting protection that is also resistant to acid challenges, it concluded.-TradeArabia News Service