Driving Malaysians to take a stand against tooth sensitivity

Kuala Lumpur, 4 May 2017: Tooth sensitivity is a common problem amongst Malaysians and GlaxoSmithKline’s SENSODYNE® Repair & Protect range is leading the change with key experts, well-known retailers and local personalities, to ‘Pledge No to Sensitivity’ and free themselves from the discomfort from tooth sensitivity.

Tooth sensitivity, also referred to as dentine hypersensitivity, is a common condition that affects as many as one in three people. Characterised by a sharp sudden pain in the mouth, tooth sensitivity may cause discomfort to a sufferer throughout their daily activities such as eating, drinking, tooth-brushing and on some occasions, breathing.

“Tooth sensitivity is a painful condition which can happen when tiny holes in the dentine, the layer directly below the enamel on the tooth’s surface or the gum, becomes exposed as a result of enamel wear or gum recession. These holes are 100 times smaller than the width of a human hair.” said Dr Ng Woan Tyng, President-Elect of the Malaysian Dental Association. “When these holes are exposed to hot or cold temperatures, usually from food or drinks, it triggers pain, causing discomfort – a mere occasional twinge is a sign of tooth sensitivity and that means their teeth would be left vulnerable.”

Sensodyne’s ‘Pledge No to Sensitivity’ aims to drive Malaysians to take a stand against tooth sensitivity and protect themselves from suffering this preventable condition. This pledge encompasses a pledge of four parties coming together, namely GSK, the Malaysian Dental Association representing dentists nationwide, Watsons Malaysia representing the retailers’ demographic. Members of the Home Testers Club Malaysia, as well as actor and sports host, Fahrin Ahmad and TV personality Belinda Chee will be representing consumers who suffer from tooth sensitivity.

“We understand the pain people with tooth sensitivity go through each day, having to be constantly aware of their condition and avoid certain foods or drinks to avoid triggering the pain. Hence, together, we encourage all Malaysians who suffer from tooth sensitivity to ‘Pledge No to Sensitivity’ and live a life that is free from this condition.” said Stacy E. Wallace, Vice President and General Manager of GlaxoSmithKline Consumer Healthcare Malaysia and Brunei.

“At GSK, we are committed to ensure that tooth sensitivity sufferers have access to our range of oral healthcare products namely SENSODYNE® Repair & Protect toothpaste, that has been proven to be effective in repairing sensitive areas of the teeth with twice daily brushing.” she added.

SENSODYNE® Repair & Protect toothpaste is the first everyday fluoride-based toothpaste containing GSK’s patented NovaMin® technology. The NovaMin® technology is a breakthrough oral healthcare technology that forms a harder tooth-like layer over and within the exposed dentine that is up to 60% harder than the vulnerable areas, thus giving the user stronger repair.

Based on a survey by Home Tester Club Malaysia, 99.5% of their members who tried SENSODYNE® Repair & Protect found it to be effective and subsequently ‘Pledged No to Sensitivity’ by committing to repair their sensitive teeth and protect themselves from long term pain.

Dr Ng added, “As a representative of the Malaysian Dental Association, we are committed to help our patients in their fight against tooth sensitivity by diagnosing their condition proactively and provide them with the best, clinically proven solution that would help subdue the pain from tooth sensitivity. Therefore, I too ‘Pledge No to Sensitivity’.”

Actor and sports host, Fahrin Ahmad shared his own story of teeth sensitivity – in which he usually tries to endure the pain as he believes that it is manageable. He adds, “Sometimes the pain is bearable as it does not last very long. However, sometimes it can really ruin my day. That said, I believe that it is time I take a stand and ‘Pledge No to Sensitivity’, and stop suffering in silence.”

Belinda Chee, TV personality, said that she is ‘Pledging No to Sensitivity’ because she finds herself missing out on some of her favourite food. “When I am having a meal, I tend to watch what I am having to avoid experiencing that sudden pain. It can really be a downer especially when I am out spending time with my family. Hence, I too am committing to this pledge and look forward to being able to enjoy the little things in life.” she added.

As part of their commitment to the pledge, Fahrin and Belinda is taking a 14-day trial to test the SENSODYNE® Repair & Protect toothpaste. Throughout the two weeks, both Fahrin and Belinda will be using the toothpaste and share their experience through their social media platforms.

“We are delighted to team up with all the parties involved as we commit to this cause and stand against tooth sensitivity. Together, I believe that we would be able to drive Malaysians to repair their teeth, protect themselves from sensitivity, and help sufferers live better lives. Therefore, to all Malaysians suffering from tooth sensitivity, we invite you to take the pledge and free yourselves from sensitivity.” Stacy concluded.

To take your stand against tooth sensitivity and ‘Pledge No to Sensitivity’, please visit the official ‘Pledge No to Sensitivity’ page. For more information please visit Sensodyne Malaysia’s official website.