New Improved Whitening. Specially formulated for people with sensitive teeth. What is tooth sensitivity? It's a fact of life: a third of the adult population experience tooth sensitivity at some time a short sharp pain when they eat, drink or when brushing their teeth. Teeth are protected by a hard layer of enamel. If this is damaged or worn away then the dentine underneath is exposed and can cause pain. What causes sensitive teeth> Gum recession exposing dentine at the gum line. Erosion caused by fizzy, sweet and/or acidic drinks. Wearing away of enamel caused by over-enthusiastic brushing. These factors can make your teeth hypersensitive to heat, cold, sweetness, acidity or just when brushing. Why use Sensodyne Total Care Gentle Whitening? New Sensodyne Total Care Gentle Whitening toothpaste has been specially formulated for people with sensitive teeth. Exposed areas of porous dentine can be prone to discoloration as well as sensitivity. With fluoride to help prevent tooth decay, this low - abrasion toothpaste has been reformulated to remove stains gently yet more effectively than before, restoring teeth to their natural whiteness. - Prepare and Use: How to use Sensodyne toothpaste? Instead of ordinary toothpaste, use Sensodyne Total Care Gentle Whitening 2 - 4 times daily