New Colgate Sensitive Pro-Relief offers instant relief from the pain of sensitivity

With 44% of all households containing someone with sensitive teeth or gums,1 millions of Australians have been suffering from the pain of sensitive teeth for far too long. The pain can be short, sharp and unexpected and can have a real impact on daily life.

Now there's a breakthrough innovation from Colgate that offers for the first time, instant pain relief from sensitive teeth. Containing the unique Pro-Argin technology, Colgate Sensitive Pro-Relief provides instant relief from the pain of sensitive teeth.

Instant relief can be achieved simply by applying the toothpaste directly onto the sensitive tooth or teeth for 1 minute and massaging gently with the fingertip; with regular use, you get long lasting relief when you brush twice daily.

According to Dental Researcher Richard Chesters, this is a leap forward in toothpaste innovation, which will offer consumers more choice in the market, and most importantly an instant solution for people who suffer from sensitive teeth.

"There are few things in life that can be achieved in a minute, but with the innovative Pro-Argin technology, which blocks tubules to protect against pain from sensitivity, this product offers instant relief after direct application to each sensitive tooth and massaging for just one minute," he said.

"It's the revolutionary new formula that makes all the difference. Unlike other sensitive toothpastes, the unique Pro-Argin technology makes this the only toothpaste clinically proven to provide instant and lasting relief. The added bonus is that sustained use ensures longer term relief when you brush with Colgate Sensitive Pro-Relief twice every day."

This was supported by a consumer study which revealed 8 out 10 people who suffer from sensitivity reported instant relief after directly applying the product and drinking cold water.

As gums recede, parts of your teeth that aren't protected by enamel become uncovered. This leads to exposed dentine with thousands of microscopic pathways leading to the tooth's nerve centre. When teeth come in contact with air or something hot, cold or sweet, sensations are carried through these microscopic channels to the nerves, causing painful tooth sensitivity.

These open tubules are the pathway to sensitive tooth pain and Colgate Sensitive Pro-Relief is the only toothpaste that contains the unique Pro-Argin innovative technology to actively block the tubules and protect against the pain of sensitive teeth.

Instant relief is now available - simply apply directly to the sensitive tooth with fingertip and gently massage for 1 minute... and get on with your day.

Don't take our word for it prove it to yourself by visiting www.proveit.com.au

* When directly applied with fingertip for one minute. Brush twice daily for lasting relief.