Sensodyne has unveiled Clinical Repair, a two-strong range of toothpaste designed to repair sensitive teeth.
Clinical Repair Deep Clean and Clinical Repair Active White (rsp: £10) are formulated to activate once in contact with saliva. They helped users “to regenerate the vital protective layer lost from sensitive areas and protect against the return of sensitivity with continued use”, said Sensodyne.
Both feature the brand’s NovaMin technology, a synthetic mineral compound that creates a tooth-like layer over exposed dentine.
The new toothpaste range was “clinically proven to provide long-lasting sensitivity relief” and would begin to “repair sensitive teeth in two minutes”, Sensodyne added.
Further, Clinical Repair Deep Clean provided “32% more effective cleaning action, with extra fine perlite for superior cleaning action” and Clinical Repair Active White offered “35% better whitening action, with extra-fine silica for superior whitening action”.
Sensodyne Clinical Repair will land this month in Boots. Further rollout to grocery and high street pharmacies will continue throughout 2025. The launch will be supported from April by a push including TV and cinema adverts, digital and OOH.
“Almost half of the adult population suffer from sensitivity, which can impact their daily lives – from what they eat and drink to the activities they enjoy,” said Michael Durkin, GB sales director at Sensodyne owner Haleon.
The brand was “dedicated to investing in research and providing products that help patients improve their oral health and care for their sensitive teeth”, he added. “Our new Clinical Repair toothpaste range allows consumers to benefit from an oral care solution that offers more effective cleaning and whitening alongside sensitivity relief.”
The launch comes exactly 12 months after Sensodyne added Clinical White in Stain Protector and Enamel Strengthening. The lineup was named oral care launch of the year in The Grocer Top Products Survey 2024 – which also showed a 12.1% rise in value sales for the brand’s toopthpaste portfolio [NIQ 52 w/e 7 September 2024].
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