GlaxoSmithKline Consumer launches ProNamel Strong and Bright toothpaste in US

GlaxoSmithKline Consumer has announced the US market launch of a new toothpaste brand called ProNamel Strong and Bright.

This daily toothpaste is formulated to help strengthen enamel and whiten teeth though its uniquely optimised fluoride composition, which gently polishes away stains with controlled abrasivity silicas to limit enamel wear during brushing.

It accomplishes this while simultaneously freshening breath, fighting cavities and keeping gums healthy, meaning it offers a complete daily oral hygiene solution.

There are a number of oral habits that can erode enamel, including tooth grinding and over-brushing, as well as over-consumption of certain fruits, juices, salad dressings, wines and fizzy drinks.

However, consumer research conducted by GlaxoSmithKline indicated that many people are not aware of the damage these habits can cause to enamel, nor are they conscious of the fact that enamel does not grow back.

Dr Jonathan Levine, an associate professor at the NYU School of Dentistry, said: "Protecting and strengthening tooth enamel is the key to a healthy, white smile."

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