Sensodyne extends Sensitivity & Gum range

Sensodyne, the number one dentist recommended toothpaste brand for sensitive teeth[1], is expanding its Sensitivity & Gum range with a product that helps to strengthen tooth enamel. The new Sensodyne Sensitivity Gum & Enamel toothpaste will help to improve gum health and strengthen enamel, leaving consumers with a more confident smile.

Gum problems and enamel wear are two leading causes of sensitive teeth. Gum problems are caused by a build-up of plaque bacteria, while enamel wear can be caused by acids in everyday food and drinks. The Sensodyne Sensitivity Gum & Enamel toothpaste is formulated to provide Daily Triple Action, helping to protect sensitive teeth, neutralise plaque bacteria for healthier gums and strengthen enamel. The new Micro Foam formula targets and removes plaque bacteria in hard-to-reach places between the teeth and along the gumline, helping to restore gum health.

Dr Kate Fabrikant, Medical Lead Northern Europe, Haleon, said: “Following the launch of our existing Sensitivity & Gum toothpastes, we are introducing the new Sensitivity Gum & Enamel toothpaste. The new toothpaste provides Daily Triple Action, helping to strengthen enamel, which can be damaged by consuming acidic food and drink like citrus or coffee, as well as protecting sensitive teeth and improving gum health.

“Acid erosion is common, yet so many people are unaware of the effect it can have on our smile. We hope that with the launch of Sensitivity Gum & Enamel, we can encourage consumers to care for their sensitive teeth and gum problems, while strengthening their tooth enamel, with just one product.”

The new Sensodyne toothpaste helps to maintain strong, healthy teeth and gums, while the mint flavour leaves an extra fresh feeling in the mouth, providing a soothing and cooling sensation on the gums.

Sensodyne Sensitivity Gum & Enamel will be available in Boots from the week commencing 12th June, followed by its launch in Tesco from the week commencing 19th June. Other grocery, convenience and pharmacy stores live dates to be confirmed (see below for a full list of stockists).


[1] *64% of 200 surveyed dentists, 2022 (contact for claim verification)

Sensodyne revitalises formula and packaging for Sensitivity & Gum

Sensodyne, the No.1 dentist recommended toothpaste brand for sensitive teeth is relaunching its Sensitivity & Gum range with an improved formula and revitalised packaging. Available in two variants – Mint and Whitening – the range’s dual action formula is clinically proven to protect sensitive teeth and improve gum health.

Based on a sample survey from across the GB, of those that suffer from gum conditions, 71% claim to also have sensitive teeth[1]. Figures in 2022 showed that 90% of dental practices were unable to take on new adult NHS patients[2], making it challenging for adults to get support or advice from their dentist on these concerns. This shows a clear market need for a multi-purpose product which offers dual action to for sensitive teeth and gum problems.

The relaunched Sensitivity & Gum range features a new Micro Foam formula which targets and removes plaque bacteria. With twice daily brushing, the formulation reaches the areas in between the teeth and along the gumline. It also builds a protective layer over sensitive areas of the teeth for daily repair, and the mint flavour gives a soothing sensation. For consumers looking for whitening benefits, the Sensitivity & Gum Whitening formulation not only helps protect sensitive teeth but helps to remove stains for whiter looking teeth resulting in a healthy and confident smile.

Kate Fabrikant, Medical Director Northern Europe: “Keeping your gums healthy is just as important as looking after your teeth. That’s why we’re happy to have reformulated the Sensodyne Sensitivity & Gum range, to encourage more consumers to care for sensitive teeth and gum problems with one product, helping to maintain good oral health. What’s more, the range will now come in our new and improved education on pack to help shoppers find the product that is right for them.”

The reformulated Sensitivity & Gum range will be available in major grocery retailers (see below for full list) as well as Boots, Superdrug, Amazon and selected chemists. This will be supported with a £2 million+ media campaign on TV, VOD, social, online video, audio and cinema, from 1st April.


[1] The Health Hub Survey, UK, March 2022m n. 1012 respondents across GB


Sensodyne returns to screens this summer with new Repair & Protect: Deep Repair

Sensodyne is returning to the nation’s screens this summer, supporting the launch of Sensodyne Repair & Protect: Deep Repair. Running across TV, programmatic video and YouTube, it marks the return of the brand’s traditional creative format, which places dental experts in the spotlight to highlight the benefits of the new formulation.

Offering targeted relief, Sensodyne Repair & Protect: Deep Repair helps ensure shoppers with sensitive teeth can still enjoy their favourite hot and cold treats this summer. With the tagline “Proven by science, prove it in life”, the advert will also be supported by activity across digital and social channels.

Deep Repair builds on the success of Repair & Protect – a huge sub-brand in its own right delivering 7.3% household penetration in the UK[1] – and offers an innovative formula for sensitivity relief. Now using aerosil silica, it promotes formation of occluding material within the tubules of the tooth. The result is a toothpaste that truly gets to the root of the problem, offering a long lasting solution to sensitivity through twice-daily use.

Colm Casey, Senior Brand Manager for Sensodyne, comments: “Our latest campaign follows a period of great success for Sensodyne, with the brand being a real driver of growth in the extra care category. Over the past year, it has seen a 7.3% rise in value growth versus 1.3% in the overall market[2]. The new marketing campaign – fronted and endorsed by dentists – highlights the new and improved formulation. Shoppers will have the assurance that summer sensitivity really can be a thing of the past, while pharmacy teams will have the opportunity to drive further sales within the category by building on the brand’s ongoing success.”

The latest advert from Sensodyne will hit the small screen from early July, running for a period of three months. First launched in February, new Repair & Protect Deep Repair will be available to all stockists from July as part of a gradual roll-out (RRP: £5.50).


[1] Kantar Worldpanel Toothpaste Market data MAT 52WK 13-May-2021

[2] Kantar Worldpanel Toothpaste Market data MAT 52WK 13-May-2021

CGDent & FGDP(UK) publish Covid-19 guidance synopsis

The College of General Dentistry and FGDP(UK) have published a synopsis of their guidance on the implications of Covid-19 for the safe management of general dental practice. Production of the synopsis has been supported by Sensodyne.

The new synopsis highlights key recommendations at each step of the patient journey, and is designed to be used in conjunction with the guidance document, which supports dental professionals to take a risk-based approach to providing safe care, whatever the national Covid-19 threat level.

The guidance has also now been updated with some minor amendments. Among these, prophylactic polishing of teeth has been added to the risk stratification matrix, use of face coverings by all patients and carers in non-clinical areas is now recommended (in line with government advice on preventing transmission in enclosed public spaces), and the use of shoe and head coverings is only now advised when indicated by a risk assessment. There are also some clarifications, such as around selection of PPE based on a risk assessment, and on the mopping of floors between patients following treatment carrying a high risk of exposure to aerosol.

Both the synopsis and guidance are available at and