Colgate Rolls Out Sensitive Pro-Relief in UK

Colgate-Palmolive has rolled out new Colgate Sensitive Pro-Relief in the UK, billed as the first toothpaste of its kind to make use of Pro-Argin—a new technology that has been clinically proven to deliver instant and lasting relief against tooth sensitivity.

Pro-Argin technology uses arginine, an amino acid which effectively plugs the channels which lead to sensitive tooth nerves. While other sensitive toothpastes primarily numb sensitivity pain, Colgate Sensitive Pro-Relief blocks the transmission of heat, cold, air and pressure that stimulate pain receptors within teeth, the company said.

Almost two thirds of people worldwide will suffer from tooth sensitivity at some point in their lives, according to Colgate.