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Tooth Sensitivity Sufferers Rejoice with First-of-its-Kind At-Home Treatment from Crest(R)

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Crest is unveiling one of its most breakthrough product launches in a decade by announcing today the availability of Crest Sensi-Stop Strips. The small, flexible, semi-transparent strips provide targeted, immediate and long-lastingii tooth sensitivity relief like never before.

Crest(R) introduces new Crest Sensi-Stop Strips(R). (Photo: Business Wire)

Crest(R) introduces new Crest Sensi-Stop Strips(R). (Photo: Business Wire)

More than 50 percent of people will experience tooth sensitivity at some point in their life caused by weakened enamel, gum recession and other factorsii. Only 4 out of 10 sensitivity toothpaste users are satisfied with their sensitivity toothpasteiii, which served as a primary motivation for bringing Crest Sensi-Stop Strips to market.

“Crest Sensi-Stop Strips are a revolutionary at-home treatment for the nearly 30 million Americans who suffer from sensitive teeth,” said Dr. Nancy Rosen, a renowned dentist in New York City. “I have struggled to find an at-home solution that leaves my patients satisfied until now. With one strip applied for 10 minutes, my patients can now have targeted and immediate relief for up to one month.”

Sensitivity sufferers admit they have changed their behaviors as a result of tooth sensitivityiv, including the use of sensitivity tooth paste and compensatory behaviors. Compensatory behaviors include actions such as avoiding hot or cold foods and liquids, avoiding sweets, avoiding cold air or changing an oral care routine. Early stages of tooth sensitivity typically begin when people are in their 30s and 40s however any one can be susceptible as the age at which most sufferers first experience tooth sensitivity can range from 20-49 years oldv. The onset largely depends on oral care habits and practices such as over-aggressive brushing or gum disease.

With Crest Sensi-Stop Strips, the right amount of tooth sensitivity treatment is applied exactly where it is needed. They are designed to cover the outer gumline of sensitive teeth for just 10 minutes. Using the same ingredient as some professional treatments, exposed dentinal tubules are blocked. Dentinal tubules are small passageways that lead directly to nerve endings. These tubules can be exposed due to the loss of enamel from teeth and receding gums.

“Crest Sensi-Stop Strips are Procter & Gamble’s biggest innovation ever in the tooth sensitivity category,” said Charles Pierce, Group President, Global Oral Care & New Business Creation and Innovation, Procter & Gamble. “This new at-home treatment addresses tooth sensitivity and is a simple and highly-effective addition to existing oral care routines. One Strip, 10 minutes and up to one month of protection.”

Suggested retail prices for the new Crest Sensi-Stop Strips are $19.99 (6 ct.), $27.99 (10 ct.) and $34.99 (12 ct.). The strips are publicly available for purchase on store shelves at drugstores and mass retailers throughout the U.S. For more information, visit

Another product for sensitivity relief, Crest Sensi-Repair & Prevent toothpaste is tailored for sensitive mouths and helps repairvi painful sensitivity and prevent future sensitivity, by building a therapeutic and protective layer. For those that prefer a gentle oral care routine, Crest and Oral-B also offer products such as the Oral-B Sensi-Soft Toothbrush, and Oral-B Glide Sensi-Soft Dental Floss.

Like Crest on Facebook, or follow the brand on Twitter (@Crest) to receive updates and learn more about dental care.

About Crest

A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 54 years ago, it is estimated that Crest has helped prevent more than half a billion cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by The Procter & Gamble Company.

About Procter & Gamble

P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always(R), Ambi Pur(R), Ariel(R), Bounty(R), Charmin(R), Crest(R), Dawn(R), Downy(R), Duracell(R), Fairy(R), Febreze(R), Gain(R), Gillette(R), Head & Shoulders(R), Lenor(R), Olay(R), Oral-B(R), Pampers(R), Pantene(R), SK-II(R), Tide(R), Vicks(R), Wella(R) and Whisper(R). The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

i See package for usage instructions and additional information
ii Irwin CR, Internal Market Research H&P Data May 2013
iii Irwin CR, Internal Market Research H&P Data May 2013
iv Irwin CR, Internal Market Research H&P Data May 2013
v Irwin CR, Internal Market Research H&P Data May 2013
vi with twice daily brushing

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