Sensodyne Repair and Protect with NovaMin®

The Leading Innovation to Address Pain Caused by Sensitive Teeth

GlaxoSmithKline Consumer Health Care (GSK) through Sensodyne, is an expert in treating sensitive teeth. It never stops innovating to cope with the sensitive teeth issues to support Indonesians so they will be free from the pain feeling caused by sensitive teeth. One of their approaches is through the Sensodyne Repair & Protect tooth paste with NovaMin® technology. Since its launch in 2012, the clinically developed toothpaste has been known as the leading solution to free and protect people from pain caused by sensitive teeth.

Danny Hadhyan as the Marketing Director GSK said, "Through a series of products and activities, Sensodyne is strongly committed to encouraging as many Indonesians as possible to live better quality lives with Enjoy Tanpa Ngilu! (Enjoy Without Pain!) so they can freely enjoy delicious food while spending quality time with their beloved ones. These ideal conditions can be achieved by being free from sensitive teeth pain."

Sensitive teeth issues cannot to be taken lightly. Every day we consume different types of meals, be they hot, cold, sweet, sour, and so on. What we do not realize is the interaction between teeth and various types of meals can cause different reactions, including pain caused by sensitive teeth.

Laura Zaizavonna, GSK Oral Care Expert Marketing Consultant explained, “The pain due to sensitive teeth happens due to the thinning of the outer layer towards the middle layer of the tooth, called ‘dentin’. This causes the tooth to be more exposed. Dentin consists of small tubes that connect to the inner nerve and is filled with fluid. If the broken dentin is exposed to various types of food or drink, be they cold, hot, sweet, or sour, then this can cause the movement of this fluid, which in turn causes the nerve to react and trigger short, sharp feelings of pain."

"We have to understand how to overcome sensitive teeth issues, because just preventing them is not enough, especially if the teeth structure has already changed. Toothpaste Sensodyne Repair & Protect becomes a complete solution because it contains NovaMin® technology, which is capable of reshaping the natural mineral of teeth to protect the sensitive teeth. This technology works naturally when it is mixed with saliva within the mouth, where it will produce calcium ions and phosphate that help reshape the mineral layers of teeth on dentin," said Laura.

Developed in the early 1970s, NovaMin® technology was initially intended to help stimulate bone regeneration since it incorporates the important elements that are clinically proven to help the mineralization of bones and teeth, such as calcium, sodium, phosphorus, and silica (later known as sodium phosphosilicates). Then, two professors from the University of Maryland, Baltimore, USA, Dr. Gary Hack and Dr. Leonard Litkowski, developed this technology with a focus on oral care. The technology that is exclusively owned by GSK is regarded as one of the biggest breakthroughs in the dentistry field, and is recognized as the leading solution to address and effectively protect sensitive teeth from pain.

Danny explained, "Because GSK understands the customers’ needs to be effectively protected from pain caused by sensitive teeth, it has implemented advanced technology in our leading product, Sensodyne Repair & Protect. The NovaMin® technology has made Sensodyne Repair & Protect a leading solution for sensitive teeth protection and care. Up until now, Sensodyne has been the only toothpaste brand using Novamin® technology, not only in Indonesia but also all around the world."

The great NovaMin® technology has made Sensodyne Repair & Protect the leading solution for sensitive teeth protection and treatment. Sensodyne Repair & Protect consists of three variants: Sensodyne Repair & Protect; Sensodyne Repair & Protect Extra Fresh to help provide fresher breath; and Sensodyne Repair & Protect Whitening to help restore the natural white color of teeth.

"By using Sensodyne Repair & Protect, teeth will be well maintained and protected from pain due to sensitive teeth. Thus consumers can enjoy their meals and socialize with their friends and families during meal time," added Danny.

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For more information, please do contact:

GlaxoSmithKline Oral Health Care
PT. Sterling Products Indonesia, Tbk.
Adisti Nirmala
Marketing Manager
Tel : (62-21) 2523490

Alchemy Creative Communications
Emiria Ferida Shafiananda
General Manager
Tel: (62-21) 739 9922
Fax: (62-21) 739 9111