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STRICT EMBARGO: 00.01am, 23rd May 2007

NEW Arm & Hammer® Enamel Care Sensitive® (rrp £3.49) is a major breakthrough; it’s a toothpaste that will not just mask the problem of sensitive teeth, but will fix it for good. Existing sensitive toothpastes only temporarily numb the pain rather than deal with the root of the problem. Enamel Care Sensitive®, with Liquid Calcium®, removes the cause of sensitivity by sealing the teeth and protecting exposed nerves.

Teeth are naturally porous, but the acid common in everyday food and drink can erode the surface enamel making the microscopic holes bigger, leading to exposed nerves and excruciating pain. Enamel Care Sensitive®, from the leading US baking soda brand, is the only sensitive toothpaste to contain Liquid Calcium® which actually restores the surface enamel to reduce the size of these pores leaving your teeth protected and sealed.

The natural choice for whiter teeth, Enamel Care Sensitive® contains baking soda to deep clean, and in replacing the enamel it also restores your teeth to their former whiteness! For better looking and feeling teeth, try this amazing new toothpaste to fix your sensitivity – for good!

NEW Arm & Hammer Enamel Care Sensitive® Toothpaste is available from Tesco, Sainsbury’s, ASDA, Morrison’s, Boots and Superdrug.
RRP: £3.49 (75ml)

For more information, clinical trial information, images and product please contact:
Catherine Chapman or Chrissie Wright
Tel, 0207 637 1437
Email, catherine@pr4.com



Notes:
• The whole Arm & Hammer range includes Enamel Care, Extra-Whitening, Original Coolmint, Freshmint Gel, Sensitive and Total Dental Care.
• Arm & Hammer is owned by Church & Dwight, a household, industrial and personal care products company.
• Church & Dwight produce and market a number of toiletry and personal care products including TROJAN® Condoms, Arrid deodorant, Femfresh intimate hygiene, Nair hair removal, Pearl Drops Tooth Polish, First Response home pregnancy and ovulation test.


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