Dental professionals attending the Dentistry Show in the UK joined over 51,000 participants who have already completed the Instant Relief Challenge using Colgate Sensitive Pro-Relief Toothpaste.

Members of the dental team who suffer from dentine hypersensitivity had the opportunity to take part in the Instant Relief Challenge, which kicked off with sufferers drinking a glass of cold water ladened with ice cubes. Those who experienced the pain of sensitive teeth were invited to apply Colgate Sensitive Pro-Relief Toothpaste directly to their sensitive teeth for one minute. After this time they took another drink of ice cold water to compare the experience prior to using the toothpaste.

According to Colgate, of the participants who have taken the challenge to date, 83% stated Colgate Sensitive Pro-Relief Toothpaste was effective in providing instant sensitivity relief and 81% agreed it was effective in providing lasting protection. Dentists can ask their patients with dentine hypersensitivity to take the challenge by visiting