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New dentifrice fights sensitivity.

KENNEBUNK, Maine -- For the more than 40 million people who suffer from sensitive teeth and can't enjoy many food products and beverages, Tom's of Maine--a leading natural products company focused on oral and personal care--has introduced a natural solution with its new Rapid Relief Sensitive Toothpaste.

Unlike some pastes for sensitive teeth that only numb the pain, Tom's of Maine Rapid Relief blocks the pathways to sensitive nerves to help seal out pain using a patented combination of arginine and calcium carbonate, the company explains. It is the only toothpaste currently available in the United States to use this technology.

In a sensitive tooth, receding gums expose fluid-filled dentinal tubules. When well-known triggers like hot and cold beverages, acidic or sweet food, or even air travel through the tubule, fluid changes and un even pressure inside the tooth activate the nerves, causing an electric shock-like sensation.

Tom's of Maine's new clinically proven formula works differently by helping seal the pathways to sensitive nerves for rapid relief in 60 seconds and long-lasting protection with continuous use, the company notes.

"Until now, sensitive teeth sufferers have had to settle for toothpastes and ingredients that just mask the pain," says Lindsay McPherson, senior oral care brand manager at Tom's of Maine. "Tom's of Maine Rapid Relief Sensitive Toothpaste treats sensitivity differently and makes it possible to once again enjoy cold drinks, hot soups and even ice cream without fear of pain. It's a new kind of freedom from sensitive teeth."

Tom's of Maine notes that Rapid Relief Sensitive Toothpaste--as with all of the company's products--contains no artificial dyes, sweeteners or preservatives and uses no animal testing. Besides protection of sensitive teeth, it offers breath-freshening benefits in a Fresh Mint flavor featuring natural peppermint oil, according to the company. The product will be available at retailers nationwide beginning this month for a suggested retail price of $5.99.

In an effort to care for people and the planet, Tom's of Maine says it donates 10% of its profits back to communities, and notes that the Rapid Relief Sensitive Toothpaste tube is recyclable through the Tom's of Maine TerraCycle collection program.

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Title Annotation:MERCHANDISING INSIGHTS: ORAL CARE/SUPPLIER ROUNDUP
Publication:Chain Drug Review
Geographic Code:1U1ME
Date:Mar 14, 2016
Words:356
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