Colgate Sensitive Toothpaste now available at your nearest retail store

Company Brief

New Delhi, February 05, 2009

Colgate-Palmolive (India) Limited, the market leader in oral care, has extended distribution of Colgate Sensitive, a unique everyday toothpaste for patients with dentine hypersensitivity to make it available over the counter at leading retail outlets across India, in addition to medical stores. Colgate Sensitive offers users clinically proven long lasting relief for sensitive teeth with regular use plus cavity protection.

According to the Indian Dental Association, one in three adults in India suffer from tooth sensitivity, making it painful to drink hot and cold drinks or even to smile on a cold winter day. Although tooth sensitivity can be seen in people of all ages, it is more often found in people in the 20 to 40 age group.

Colgate Sensitive contains the ingredients dentists recommend most to reduce sensitivity due to cold, heat, acids, sweets or pressure. It contains potassium nitrate, which is the anti-sensitivity active ingredient that is clinically proven to soothe the nerve for fast sensitive relief. Teeth and gums are naturally protected by enamel. When enamel is worn away or when gums start to recede, the dentine beneath becomes exposed. The exposed dentine makes teeth sensitive resulting in stimuli such as ice cream, hot and cold drinks, sweet and acid foods and sometimes even the touch of a toothbrush to cause pain. With regular use, Colgate Sensitive soothes and builds a protective shield around the teeth providing both fast relief from sudden shocks of pain and long term sensitivity protection.

Says Prabha Parameswaran, Vice President - Marketing, Colgate-Palmolive (India) Limited, “As the market leader, our aim is to provide solutions to the various dental problems faced by our consumers. Tooth sensitivity is a common problem that is very often misunderstood and ignored as a common toothache. Colgate Sensitive has a clinically proven ingredient that addresses this specific need and provides fast sensitivity relief.”

Colgate Sensitive will retail nationally in two sizes, priced affordably at Rs 58/- for 100g and Rs 35/- for 50g. An extensive multimedia campaign has been developed which includes unique in-store programs, innovative ground activities and online & mobile activities to build awareness.

For further information, please contact:

R&PM:Edelman

Bhavna Jagtiani

Mobile: +91 98205 13970 –

Email: bhavna.jagtiani@edelman.com