Date published: 01.09.08 - not release date

NATURAL WHITENING FOR SENSITIVE TEETH!

Just because you have sensitive teeth, it doesn’t mean you don’t want whiter teeth! Some whitening treatments have been known in some cases to cause teeth sensitivity. Now, with Arm & Hammer® Enamel Care® Sensitive, with the natural stain removing power of baking soda, you can improve the colour of your teeth while fixing the cause of sensitivity. Result!

**NEW** Arm & Hammer® Enamel Care® Sensitive 75ml (RRP £3.49)
- For gentle whitening without tooth sensitivity!

-From the leading baking soda brand, Enamel Care® Sensitive removes the cause of sensitivity by sealing the teeth and protecting exposed nerves to offer lasting relief from sensitive teeth, by fixing the cause. It is the only sensitive toothpaste to contain Liquid Calcium® which fills in the tiny crevices to restore the enamel surface. Liquid Calcium® technology repairs the teeth and seals them to form a protective shield. The baking soda offers deep cleaning and stain removal restoring teeth to their former whiteness.

Other products in the Arm & Hammer range of super toothpastes include:

Arm & Hammer® Enamel Care® 75ml (RRP £3.49)
– Great for teeth previously weakened by acids in food and drink.

-Contains the innovative patented technology Liquid Calcium® to remineralise teeth and restore surface enamel. Containing 8 times the amount of mineral ions found in saliva naturally, it actively reverses the effects of acids in everyday food and drink. It thus increases the gloss of teeth as well as whitening gently and naturally. Containing fluoride to strengthen teeth and fight cavities more effectively.

Arm & Hammer® Extra Whitening 50ml (RRP 1.99)
– Great at removing deep stains.

-Amazingly gentle, with proven low abrasion, it contains high levels of baking soda for effective cleaning of your teeth, a clean mouth feel and long lasting fresh breath. . It easily cleans away both surface and deep stains and safely polishes with micro-polishers for whiter and brighter teeth.

www.armhammer.co.uk

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

Contact for images and samples:

Sarah Coxhill or Catherine Chapman
PR4
T, 0207 637 1237 / E, sarah@pr4.com or catherine@pr4.com

Notes:

•The whole Arm & Hammer range includes Enamel Care, Enamel Care Sensitive, Extra-Whitening, Original Coolmint and Freshmint Gel.

•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 products.