Sensodyne has expanded its portfolio of enamel-safe whitening oral care with the two-strong Advanced White toothpaste lineup.
Advanced White Enamel Defence and Advanced White Deep Clean (rsp: £5.50) “start to whiten teeth from the first brush, while providing 24/7 protection for sensitive teeth”, said Sensodyne.
Available now, the new duo built “on the success of the Sensodyne Clinical White range, which uses Sensodyne’s most advanced whitening technology. It has been developed to offer visibly whiter teeth, ensuring people with sensitive teeth no longer have to choose between sensitive care and a whiter smile.”
Both lines feature sodium tripolyphosphate to help prevent future stains and alumina, which provides a polishing action for shinier teeth. “The scientifically proven formulation removes 85% of surface stains,” Sensodyne said. “This ultra-low-abrasion formulation delivers whitening action without being harsh on the enamel.”
The brand unveiled its Clinical White premium whitening toothpastes for sensitive teeth in January 2024. Last month, it added Clinical Repair, a range designed to repair sensitive teeth that comprises Active White and Deep Clean.
Michael Durkin, GB sales director at Sensodyne owner Haleon, said: “Eighty four per cent of consumers care about the appearance of their smile and want to have healthy teeth. Sensodyne is driving the shift to meet this need with the development of Sensodyne Advanced White. This launch delivers visibly whiter teeth and protection for sensitive teeth with enamel-safe formulations.”
The launch comes as new research from Haleon suggests the UK is experiencing “a harmful oral health pattern”. It shows 25% of adults delay visiting the dentist because of cost and almost one in five delay because of anxiety. Nearly one in 10 believe dental problems will resolve themselves without professional treatment, “pushing many into pain-driven care rather than prevention”.
“Tooth decay is largely preventable, but prevention only works when people can act early and consistently,” said Jo Cooper, GM UK&I at Haleon. “This research shows too many people cannot get appointments, are worried about costs, or wait until pain forces action.”
Haleon aimed “to make prevention simple, providing consumers with the information and trusted products they need to achieve better everyday health”, she added. The supplier worked “closely with healthcare professionals and policymakers to advocate for the importance of preventative oral care. This action is critical to stop people from living in pain, reducing inequalities, and easing pressure on a stretched healthcare system.”
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