Church & Dwight UK Ltd., the makers of Arm & Hammer toothpaste, have relaunched Enamel Care Sensitive toothpaste with an improved formula that fixes the cause of sensitive teeth and is clinically proven to provide pain relief for up to 16 weeks.

1. Arm & Hammer Enamel Care Sensitive clinically proven to
provide up to 16 weeks pain reliefi
Church & Dwight UK Ltd., the makers of Arm & Hammer toothpaste, have
relaunched Enamel Care Sensitive toothpaste with an improved formula that
fixes the cause of sensitive teeth and is clinically proven to provide pain relief for
up to 16 weeksi.. With 73% of adults in Britain suffering from sensitive
teeth,ii Enamel Care Sensitive is a proven treatment that provides lasting
pain relief. Unlike other sensitive toothpastes that provide short-term relief by
temporarily masking the symptoms of sensitive teeth, Enamel Care Sensitive is
the only sensitive toothpaste with Liquid Calcium proven to fix the cause.
Industry leader, Dr James Goolnik BDS MSc says: “ A common reason
patients come and visit my dental practice is in relation to tooth sensitivity.
Everyday food that is hot, cold, sweet or sour can cause acid erosion and trigger
tooth sensitivity. Excessive force when brushing exposes soft dentine and
dentine tubules, allowing stimuli to reach nerves within the tooth and cause pain.”
Modern diets are much more acidic than our ancestral, pre-agricultural
dietiii and, as a result, enamel erosion has become an increasingly common
problem. Enamel Care Sensitive is the only sensitive toothpaste that uses Liquid
Calcium technology to help restore surface enamel. The patented formula of
Enamel Care Sensitive fixes the cause of sensitivity by sealing exposed dentine,
i with regular use for 8 weeks. Relief then continues for another 8 weeks
ii http://www.webmd.boots.com/healthy-mouth-smile-savers/tooth-sensitivity
iii http://www.drgregemerson.com/fact-file/acidalkaline-balance-evidence

2. to provide up to 16 weeks pain relief.i Some other sensitive toothpastes can use
compounds to give short-term pain relief, without helping to actually fix the
causes behind the problem. Enamel Care Sensitive is the only toothpaste that is
clinically proven to fix the cause by sealing exposed dentine, and not simply
mask the pain.
Our improved Arm & Hammer Enamel Care Sensitive formula uses the simple
science of baking soda to give you a „WOW‟ deep clean that you can really feel,
for visibly healthy white teeth and fresh breath. Baking soda is a natural
cleansing agent that breaks down in brushing to reach deep down into the
microscopic crevices on the tooth surface, giving stain removal and
whitening without the abrasive silica that other toothpastes use. Enamel
Care Sensitive is the only sensitive toothpaste that uses baking soda to gently
and effectively clean and whiten teeth, as well as Liquid Calcium to re-
mineralise teeth and provide up to 16 weeksi proven pain relief.
Dr James Goolnik continues: “Many patients seek advice and treatment from
their dentist for tooth sensitivity. Brushing with Arm & Hammer Enamel Care
Sensitive is an effective way for sufferers to address the cause of sensitivity and
take steps towards good oral health.
“I would advise patients that if sensitivity is not reduced after two weeks they
should consult their dentist to see if there is another cause, such as a cavity.”
Arm & Hammer Enamel Care Sensitive (RRP £3.49) is available in major grocers
and chemists.
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For more information please contact the Arm & Hammer UK Press Office
Tel: 0207 908 6597 Email: armandhammer@lexisagency.com
Visit www.armandhammer.co.uk