GSK Links with Dentsply International

GlaxoSmithKline (GSK) and Dentsply International have entered into an agreement to create a portfolio of co-branded oral care products to be used in the dental office by patients suffering from tooth sensitivity.

The agreement will allow Dentsply to co-brand its Nupro products which contain GSK’s NovaMin technology, with GSK’s Sensodyne brand.This co-branding will provide a continuum of care for tooth sensitivity treatment from the dental office to everyday use at home, according to the companies.

The agreement involves no exchange of cash or equity from either party.

According to Carlton Lawson, vice president Sensodyne, GSK, the agreement, demonstrates GSK Consumer Healthcare’s strategy to grow and expand its science-driven oral healthcare business.“Through our agreement with Dentsply, sensitive teeth sufferers will be able to access an effective portfolio of Sensodyne-branded products providing continuous care from the dental office to the home.By leveraging both companies’ brands and capabilities, we aim to build awareness of the benefits of NovaMin and therefore further consolidate our position as the leader in the over the counter oral healthcare market,” he said.

“Dentsply and GSK have come together with one goal in mind—to provide a continuous treatment program for patients who suffer from the common problem of tooth sensitivity,” remarked Christopher Clark, Dentsply’s president and chief operating officer.“We are combining some of the most well regarded brands and products on the market to provide a complete treatment solution with both in-office and at-home care regimens for patients suffering from this type of tooth pain.We are pleased to be partnering with GSK and Sensodyne, a global leader in sensitivity treatment.”

The agreement also provides for the use of both companies’ technical, clinical and marketing resources to offer a comprehensive range of tooth sensitivity treatment options for the dental professional and the patient.

While the agreement allows Dentsply to develop a portfolio of professional tooth sensitivity products, in the short term, the firm will release two, co-branded dental products containing the NovaMin technology: Nupro Sensodyne Professional prophy paste for in-office use andSensodyne Nupro Professional toothpaste, a toothpaste to be dispensed by dental professionals that contains NovaMin and high fluoride for enamel remineralization.