Colgate Sensitive Pro-Relief Toothpaste shows benefits in consumer test

Colgate has revealed the outcomes of its recent Instant Relief Challenge, which allowed consumers to experience the benefits of its Sensitive Pro-Relief Toothpaste.

A total of more than 51,000 people have now taken part in the challenge, with the results showing that the toothpaste is able to deliver significant sensitivity relief and protection, reports industry publication Dentistry.

Participants were asked to drink a glass of icy water, with those who experienced pain invited to apply Colgate's Sensitive Pro-Relief Toothpaste directly to their sensitive teeth for one minute, before taking another drink.

Of those with sensitivity issues, 83 percent said the toothpaste was effective in providing instant sensitivity relief, while 81 percent believed it offered lasting protection and 76 percent said it was more effective than any other product.

The toothpaste was showcased at the recent Dentistry Show and is commercially available in the UK.

Colgate-Palmolive remains the leading player in the global toothpaste sector, commanding a 443 percent share of the market.