New Colgate toothpaste targets tooth sensitivity

Colgate-Palmolive has introduced Colgate Sensitive Pro-Relief toothpaste, designed to offer faster relief to the 40 million U.S. consumers who suffer from tooth sensitivity.

Building on the success of its companion in-office professional product, Colgate Sensitive Pro-Relief toothpaste offers an innovative approach to treating tooth sensitivity and will help consumers control their tooth sensitivity and live life to the fullest, according to the company.

"New Colgate Sensitive Pro-Relief toothpaste is clinically proven to deliver faster and long-lasting sensitivity relief versus a leading sensitive toothpaste," said William DeVizio, vice president of global technology at Colgate-Palmolive. "Its proprietary formula penetrates to the source of pain, the nerve, to soothe the pain faster, shielding the nerve to prevent the pain from coming back."