Crest Debuts Crest(R) Pro-Health(TM) Sensitive Shield(TM)

Wednesday, March 17, 2010 General News
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CINCINNATI, March 16 Crest is proud to introduce Crest® Pro-Health(TM) Sensitive Shield, the newest addition to the Crest Pro-Health family. For consumers who use the leading sensitivity toothpaste, they may not be getting all the protection they want. Crest Pro-Health is the ONLY leading toothpaste to protect against teeth sensitivity and all these other areas dentists check most: cavities, gingivitis, tartar, plaque, fresh breath, and whitening. Individuals struggling with sensitivity no longer have to spend their time and money using more than one toothpaste to get comprehensive oral health protection for their teeth and gums.

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"Crest Pro-Health Sensitive Shield addresses the needs of sensitivity sufferers by offering increased protection without trade-offs," says Dr. Robert Gerlach, DDS, MPH, Research Fellow, P&G Worldwide Clinical Investigations. "Oftentimes, sensitivity sufferers fail to brush their teeth thoroughly due to the pain they feel while brushing. We created Crest Pro-Health Sensitive Shield with a specially designed smoother formula, making it more comfortable for sensitive mouths, while at the same time providing sensitivity protection and relief for those with even the most sensitive of teeth."

More than 50 percent of adults will struggle with sensitivity at some point in their lifetime.(1) Sensitivity is primarily caused by enamel loss and gum recession that exposes dentin tubules. This exposure allows external triggers such as hot and cold temperatures to reach deep inside the tooth and stimulate the nerves, causing pain and sensitivity.

Crest Pro-Health Sensitive Shield contains the active ingredient Stannous Fluoride which reduces sensitivity by blocking the painful triggers from stimulating nerves inside the tooth. Stannous Fluoride also binds to enamel to create a micro-thin shield around the tooth protecting it from future encounters with stimuli, such as hot and cold drinks or foods.

Crest has also developed the Crest Pro-Health Sensitive Shield family of products to care for sensitive teeth and gums:

For more information on Crest Pro-Health Sensitive Shield visit

(1) Dababneh RH et al. Br. Dent. J. 1999; 187:6

About Crest

A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 54 years ago, it is estimated that Crest has helped prevent more than half a billion cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by Procter & Gamble.


Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

-- Crest Pro-Health Sensitive Shield Paste: Smoother than the original Pro-Health paste, Sensitive Shield contains Stannous Fluoride to protect teeth from sensitivity and to care for your healthy teeth and gums. Suggested retail price: $3.25 (6 oz.) -- Crest Glide Pro-Health Floss for Sensitive Gums: The softest Crest Glide floss is 2x softer vs. Glide Original and is designed to make flossing more comfortable for even the most sensitive gums. Suggested retail price: $2.99 -- Oral-B CrossAction® Gentle Clean Brush: Combines extra soft CrissCross® and Power Tip® bristles to remove up to 90 percent of plaque while still being gentle on gums. Suggested retail price: $2.99


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