GSK Consumer Healthcare Strengthens Oral Health Category

Sensodyne Sensitivity and Gum toothbrush comes with a unique design that uses soft bristles to clean teeth gently and effectively, with three times better reach along the gum line vs flat trim toothbrushes.
GSK Consumer Healthcare Strengthens Oral Health Category

GSK Consumer Healthcare, one of the leading consumer healthcare companies, announced the Sensodyne Sensitivity and Gum portfolio launch in India.

Backed by superior science, Sensodyne Sensitivity and Gum's portfolio offers a reliable solution to people to manage their overall oral health hygiene and reinforces the company’s vision of bringing products that help people do more, feel better, and live longer.

One of the leading causes of tooth sensitivity is poor gum health. As gums recede, the underlying dentine gets exposed over time, and external triggers (like cold water, tea, etc.) can stimulate nerves inside the tooth to cause a short, sharp sensation of tooth sensitivity. One in every two people in India with sensitive teeth also has gum problems that they may be unaware of.

Sensodyne Sensitivity and Gum, with its dual benefit proposition, provides daily Sensitivity protection and helps improve gum's health. The toothpaste helps to soothe exposed sensitive nerves inside the tooth and simultaneously also targets and removes plaque bacteria to maintain clean, healthy gums.

For the first time, Sensodyne is also launching a toothbrush simultaneously with paste. Sensodyne Sensitivity and Gum toothbrush comes with a unique design that uses soft bristles to clean teeth gently and effectively, with three times better reach along the gum line vs flat trim toothbrushes. The handle of this brush is different too and comes with a ball joint neck that absorbs pressure to protect against overbrushing.

Anurita Chopra, Area Marketing Director, GSK Consumer Healthcare, said, “Sensodyne is one of the leading brands in the country and always endeavors to bring science-backed innovative products which address relevant consumer needs. We understood that millions of people in India have sensitive teeth and also have gum problems. We realize that this can lead to compromises in their daily lives. Sensodyne Sensitivity & Gum, with its dual benefit proposition, is a simple solution that can help them manage the issue, thereby helping them enjoy everyday life without worrying about tooth sensitivity and gum problems. We are confident that the portfolio will be well received by consumers and help strengthen the Sensodyne brand across the country.”

Sensodyne Sensitivity and Gum portfolio will be available pan India across groceries, pharmacies, retail chains, and e-commerce players. The launch awareness will be done through TV and digital media as well as shelf visibility in retail stores. The company will continue to seek the support of dental experts and chemists to generate awareness of the dual benefit proposition.

Sensodyne Sensitivity and Gum toothpaste will be available in a pack size of 70 g with an MRP of Rs 185. The toothbrush will be available in 2 SKUs – a single pack with an MRP of Rs 100 and a multipack (pack of 3) with an MRP of Rs 200.

The Sensitivity & Gum portfolio launch further strengthens the Sensodyne brand in India – which has a range of toothpaste and toothbrush specially designed for people with sensitive teeth. In the last year, GSK has also introduced Polident Denture adhesive for denture wearers and Parodontax for better gum health to strengthen its position in the oral health category.

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