Haleon’s Sensodyne brand is launching a new Clinical Repair toothpaste range this month, comprising two variants – Deep Clean and Active White.
Using Sensodyne’s most advanced NovaMin sensitivity technology, the toothpaste range is formulated to activate once in contact with saliva, helping consumers regenerate the protective layer lost from sensitive areas and protect against the return of sensitivity with continued use.
Backed by over 10 clinical studies on NovaMin, the new range is clinically proven to provide long-lasting sensitivity relief and starts to repair sensitive teeth in two minutes.
As well as effective sensitivity relief, the range is designed to meet different consumer needs. Sensodyne Clinical Repair Deep Clean toothpaste provides 32% more effective cleaning action with extra fine perlite for superior cleaning action, while Sensodyne Clinical Repair Active White toothpaste offers 35% better whitening action with extra-fine perline and silica for superior whitening action.
Michael Durkin, GB Sales Director at Haleon, said: “Almost half of the adult population suffer from sensitivity, which can impact their daily lives – from what they eat and drink to the activities they enjoy.
“We are seeing consumers with sensitivity ask for more from the products on offer, seeking out longer-term solutions. At Sensodyne, we are dedicated to investing in research and providing products that help patients improve their oral health and care for their sensitive teeth. Our new Clinical Repair toothpaste range allows consumers to benefit from an oral care solution that offers more effective cleaning and whitening alongside sensitivity relief.”
The Sensodyne Clinical Repair launch will be supported by a full media plan from April, including TV and cinema advertisements, digital, and an out-of-home campaign to drive awareness.
The Sensodyne Clinical Repair toothpaste range will initially be available in Boots at an MRSP of £10. Further rollout into grocery and high street pharmacy will continue throughout 2025.
