Crest® Debuts New Gum and Sensitivity Toothpaste, Formulated to Help Treat Sensitivity in as Little as Three Days

Crest Helps Give You Clinically Proven Healthier Gums and Sensitivity Relief So You No Longer Have to Miss Out On Your Favorite Foods and Drinks

Crest debuts new Gum and Sensitivity toothpaste, formulated to help treat sensitivity in as little as three days. (Photo: Business Wire)

CINCINNATI--()--Research shows that nearly half of U.S. adults suffer from tooth sensitivity,1 which can cause people to avoid certain foods, beverages, and beauty regimens, in fear that it could trigger discomfort. Because 80% of that sensitivity starts at the gum line,2 Crest expanded its line of gum health-focused toothpastes with the latest innovation, Crest Gum and Sensitivity, which targets the gum line to provide clinically healthier gums and fast sensitivity relief.

This new formula helps prevent sensitivity by wrapping your teeth in a shield of protection against hot and cold food and drink triggers like ice cream, coffee and ice water. The technology starts working immediately by blocking tubules to provide all day protection3, while the sensitivity relief kicks in after three days of use.

"Crest is tackling sensitivity at the gum line – where we know a majority of sensitivity starts. People shouldn’t have to avoid their favorite foods and drinks in fear of the tooth sensitivity that can come with them," said Carlos De Jesus, Vice President of Oral Care North America, Procter & Gamble. “Our new Crest Gum and Sensitivity toothpaste provides instant sensitivity relief by blocking tubules for relief within days, by tackling sensitivity at the gum line. We want people to get back to enjoying their favorite treats - with reduced sensitivity pain."

There are several causes of tooth sensitivity, including brushing too hard, loss of tooth enamel, teeth grinding or clenching, acidic foods and excessive plaque. The good news is that for most people who suffer from tooth sensitivity, they can make a simple choice to change the toothpaste they use every day to one that delivers sensitivity benefits. Crest Gum and Sensitivity uses stannous fluoride to target the gum line to help neutralize plaque bacteria, while the formula works to help protect against and help treat sensitivity discomfort caused from one or more of these triggers.

Crest Gum and Sensitivity is available in All Day Protection, Gentle Whitening and Refreshing Mint and can now be found at drugstores, mass retailers and eCommerce sites.

For more information about Crest Gum and Sensitivity, visit, Like Crest on Facebook or follow @Crest on Twitter and Instagram to receive updates and learn more about oral health.

About Crest

A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 54 years ago, it is estimated that Crest has helped prevent countless cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by The Procter & Gamble Company.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.


Mintel - Oral Care U.S., June 2019


European Review for Medical and Pharmacological Sciences, 2012 and Journal of Contemporary Dental Practice, 2013


With twice daily brushing



Crest Media Contact:
Carla Ellison, Citizen Relations for Crest
(212) 613-4916;

Release Summary

Crest helps give you clinically proven healthier gums and sensitivity relief with new Gum and Sensitivity toothpaste.


Crest Media Contact:
Carla Ellison, Citizen Relations for Crest
(212) 613-4916;