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Sensitive Men

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The Search Is on for Sensitive Types

Favre fan Brian O'Connor meets football tough-guy Brett Favre during the Sensodyne Search for America's Most Sensitive tour stop in Chicago, Ill., today. A sensitive teeth sufferer, Favre is revealing his sensitive side as part of a nationwide Sensodyne campaign to raise awareness about sensitive teeth and show sufferers how to stop the pain and keep it from returning. Log on to www.SensodyneSearch.com to learn more. (PRNewsFoto/GlaxoSmithKline Consumer Healthcare)

PITTSBURGH, PA UNITED STATES 06/27/2006



Football Tough Guy Brett Favre Helps Americans Find Their Sensitive Sides National Sensodyne(R) Campaign Features 2 Week Taste Test, Search for the Next Sensodyne Star

PITTSBURGH, June 27 /PRNewswire/ -- Football legend and tough-guy Brett Favre is leading a nationwide Sensodyne Search for America's Most Sensitive by revealing his sensitive side and encouraging Americans to get in touch with theirs to help shine the spotlight on the issue of sensitive teeth. (Photo: http://www.newscom.com/cgi-bin/prnh/20060627/CGTU072 ) Approximately one out of five adult Americans (48 million people) suffer from sensitive teeth -- getting sacked each time they bite into an ice cream cone or sip a hot cup of coffee. Now Brett, who suffered from sensitive teeth until recently, is calling all Americans to talk about their softer sides and sensitive teeth on tour stops across the country and online at http://www.SensodyneSearch.com . "I was in my 30s when my teeth really started bothering me, especially when I played football in the cold air of Green Bay, or when I was eating one of my favorite spicy Cajun dishes," says Favre. "But then my dentist recommended Sensodyne to relieve the pain. Now I use it twice a day, every day and enjoy the foods and drinks I love and play football without worry of cold-air blasts. I want to help other people who suffer to see how easy it is to stop the pain and get back to living life to its fullest." Nine out of ten dentists recommend Sensodyne to relieve the pain, making it the number one selling desensitizing toothpaste. Sensitivity Search Makes Americans Smile The nationwide Sensodyne Search for America's Most Sensitive, an 18-city tour and interactive online campaign, is showing people young and old how easy and pleasant it is to stop painful teeth sensitivity and keep it from coming back by using Sensodyne twice a day, every day. The Sensodyne Sensitivity Challenge quizzes couples on how well they know each other's sensitivities with questions like: -- Does your partner prefer kittens or puppies? -- What movie brings a tear to your partner's eye? -- Which ice cream flavor would your partner say is good enough to enjoy with painful teeth sensitivity? Sensodyne fans also can audition to become the next Sensitive Star to be featured in an upcoming national Sensodyne advertising campaign. And along the way, Americans with sensitive teeth are encouraged to take the Sensodyne 2 Week Taste Test. Everyone who signs up will receive a free sample of one of the eight great flavors and varieties of Sensodyne and be entered to win a package of two weekend getaways to hot and cool vacation destinations. For each of the first 50,000 people who sign up, Sensodyne will donate $1 to the Brett Favre Fourward Foundation, a non-profit organization that supports programs for disadvantaged and disabled kids in Brett's home state of Mississippi and in Wisconsin. Event attendees can visit one-on-one with dental professionals about their teeth sensitivity and the best way to treat their pain. Information on the campaign and teeth sensitivity are also available at http://www.SensodyneSearch.com . Sensitive Teeth are a Common Problem Teeth sensitivity, also called dentin hypersensitivity, is one of the most common dental complaints, with approximately one in five adults suffering from the problem. Left untreated, hypersensitivity can lead to more serious problems. It can cause oral hygiene neglect and diminished brushing and flossing, which can result in a progression of problems, including gingivitis, periodontal disease and tooth loss. "Tooth sensitivity happens when gum tissue recedes and or tooth enamel is worn away. There are many potential causes for sensitivity such as using the wrong type of toothbrush or brushing your teeth in an incorrect way, and we see it in a significant number of our patients," says Lou Graham, D.D.S. "But sensitive teeth can be easily treated with regular use of a desensitizing toothpaste like Sensodyne. The key is to use it for at least two weeks and to keep on using it so as to prevent the pain from coming back." The problem of sensitive teeth hits earlier than many people might think - research shows younger Americans in the 18-24 age group are most likely to suffer with 28 percent saying they experience teeth sensitivity, much higher than adults 50+ with an incidence of 17 percent. And, although younger adults have a higher incidence of sensitivity, they are least likely to treat the problem.(1) How Sensodyne Provides Strong Relief, Great Taste Beneath the tooth enamel is a layer called dentin, made from thousands of microscopic tubes or tubules. When the nerve endings within these tubules are exposed to triggers like hot and cold foods and drinks and cold air, sufferers feel short, sharp pains. Sensodyne contains the maximum FDA-permitted level of potassium nitrate (5 percent) which penetrates dentin to calm the nerve endings, thus reducing the pain associated with triggers (like hot or cold food or cold air). Continued use of Sensodyne helps build a barrier to block painful stimuli and prevent teeth sensitivity from returning. Besides relieving teeth sensitivity, Sensodyne also prevents cavities with fluoride, freshens breath, whitens teeth, fights plaque and tartar, and promotes healthy gums. Sensodyne is available in eight varieties -- Cool Gel, Original, Baking Soda, Extra Whitening, Fresh Impact, Tartar Control plus Whitening, Fresh Mint and Full Protection plus Whitening -- providing a great taste to help keep sensitive mouths feeling fresh and clean. For More Information Anyone who thinks they might be feeling a bit sensitive can get more information, sign up for the Sensodyne 2 Week Taste Test and get all the rules and regulations online at http://www.SensodyneSearch.com . About GlaxoSmithKline Consumer Healthcare GlaxoSmithKline Consumer Healthcare is one of the world's largest over-the-counter consumer healthcare products companies. Its more than 30 well-known brands include the leading smoking cessation products, Nicorette(R) and NicoDerm(R), as well as many medicine cabinet staples, Abreva(R), Aquafresh(R), Sensodyne(R) and Tums(R). About GlaxoSmithKline GlaxoSmithKline is one of the world's leading research-based pharmaceutical and consumer healthcare companies. GlaxoSmithKline is committed to improving the quality of human life by enabling people to do more, feel better and live longer. About the Brett Favre Fourward Foundation The Brett Favre Fourward Foundation is a non-profit organization that supports programs for disadvantaged and disabled kids and has donated in excess of $2 million to 12 charities in Brett's home state of Mississippi and in Wisconsin. Donations can be made via online merchandise sales at http://favrefoundationgear.com . (1) Compared to 18-24, 25-35, 35-49, 50-64 and 65+ age groups.

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