COLGATE-PALMOLIVE INTRODUCES BREAKTHROUGH SOLUTION TO HELP THE MILLIONS OF
CONSUMERS WHO SUFFER FROM TOOTH SENSITIVITY

Colgate* Sensitive Pro-Relief(TM/MC) Toothpaste Leverages Unique Technology to Deliver Instant and Lasting Sensitivity Relief

TORONTO, Sept. 27 /CNW/ - Colgate-Palmolive Canada introduces Colgate* Sensitive Pro-Relief(TM/MC) toothpaste, a major advance in the treatment of tooth sensitivity. With its patented Pro-Argin(TM/MC) formula, this global breakthrough offers relief to sensitivity sufferers who represent up to 60 per cent of the Canadian population.(1)

New Colgate* Sensitive Pro-Relief(TM/MC) is the first and only toothpaste clinically proven to deliver instant and lasting sensitivity relief. While most of the sensitive toothpastes currently marketed primarily numb sensitivity pain, Colgate* Sensitive Pro-Relief(TM/MC) with Pro-Argin(TM/MC) technology effectively plugs the channels that lead to sensitive tooth nerves, thereby blocking the transmission of heat, cold, air and pressure that stimulate pain receptors within teeth.

"Sensitivity is more than just an inconvenience, it's a common condition that can cause unwanted pain," said Dr. William DeVizio, VP, Global Technology, Colgate-Palmolive. "Colgate* Sensitive Pro-Relief(TM/MC) can be directly applied to a sensitive tooth, using your fingertip to gently massage for one minute, to deliver instant relief from sensitivity. And regular brushing with Colgate* Sensitive Pro-Relief(TM/MC) toothpaste builds a long-lasting protective barrier that acts like a seal against sensitivity."

Tooth sensitivity is an oral condition that affects up to 57 per cent of consumers worldwide.(2) Cold air, a hot drink or a sweet dessert can trigger acute sensitivity pain. Likewise, the touch of a dental instrument can make routine dental visits unbearable. This discomfort may lead sensitivity sufferers to avoid regular checks-ups - neglect that can result in a progression of oral care problems. Colgate* Sensitive Pro-Relief(TM/MC), the only toothpaste with Colgate-Palmolive's innovative Pro-Argin(TM/MC) formula, empowers consumers to treat and prevent their sensitivity symptoms, helping to eliminate the fear of sensitivity pain.

"Colgate is committed to improving the oral health and well-being of consumers worldwide," said Nigel Burton, President, Global Oral Care, Colgate-Palmolive. "Colgate* Sensitive Pro-Relief(TM/MC) toothpaste offers an innovative approach to treating tooth sensitivity. Its clinically proven Pro-Argin(TM/MC) formula will help consumers control their tooth sensitivity and live life to the fullest."

As a global leader in oral care, Colgate-Palmolive continues to deliver solutions that address serious oral conditions, helping to improve the oral health and well-being of consumers worldwide. The launch of Colgate* Sensitive Pro-Relief(TM/MC) toothpaste extends Colgate-Palmolive's technology leadership to the sensitive segment and will revolutionize the way millions of consumers treat and prevent sensitivity pain.

Colgate* Sensitive Pro-Relief(TM/MC) with Pro-Argin(TM/MC) technology is currently available at major retailers across Canada. For more information about Colgate* Sensitive Pro-Relief(TM/MC) toothpaste, please visit www.colgatesensitiveprorelief.ca.

About Colgate-Palmolive Company

Colgate-Palmolive is a leading global consumer products company, tightly focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate-Palmolive sells its products in over 200 countries and territories around the world under such internationally recognized brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Protex, Sorriso, Kolynos, Elmex, Tom's of Maine, Ajax, Axion, Soupline, and Suavitel, as well as Hill's Science Diet and Hill's Prescription Diet. For more information about Colgate-Palmolive's global business, visit the Company's web site at www.Colgate.com.

REFERENCES

    
    (1) Orchardson, Gillam, JADA 2006
    (2) Addy M. Dentine hypersensitivity: new perspectives on an old problem.
        Int Dent J. 2002;52 (Suppl 5):3367-3375
    

For further information: Maricel Dicion, Cohn & Wolfe, 647.259.3327, 416.882.1192, [email protected]; Stephanie Clark, Colgate-Palmolive Company, 212.310.2774, [email protected]