24/7 Sensitivity Protection* Freedom to forget about tooth sensitivity Where does tooth sensitivity come from? Receding gums and damage to your enamel can expose thousands of microscopic channels which lead to your tooth's centre. When your teeth make contact with something hot, cold, sweet or sour, sensations are carried through these channels directly to the centre causing tooth sensitivity. How does Colgate® Sensitive Pro-Relief™ Complete Protection work? Most other sensitive toothpaste primarily numb sensitivity Colgate® Sensitive Pro-Relief™ Complete Protection works by plugging the channels to block the tooth sensitivity With regular use, it builds a long-lasting protective barrier that acts like a seal against sensitivity Colgate® Sensitive Pro-Relief™ Complete Protection provides instant and lasting relief and with regular brushing helps: Fight Cavities Remove Plaque Promote Gum Health* Strengthen Enamel Whitening Teeth** Freshen Breath *with twice daily continued use **Extrinsic stains; when Brushing; with regular usage Colgate® Sensitive Pro-Relief™ Complete Protection An exclusive Pro-Argin™ formula with a technology that dental professionals use to provide instant and lasting sensitivity relief.