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Instant & lasting . Clinically proven Pro-Argin formula. Freedom to forget about the pain of sensitive teeth!. Fluoride toothpaste. Colgate® Sensitive Pro-â"¢ An exclusive Pro-Arginâ"¢ formula with a technology that dental professionals use on their patients to provide sensitivity . Where does sensitive tooth pain come from? Receding gum and damage to your enamel can expose thousands of microscopic channels which lead to your tooth's nerve centre. When your teeth make contact with something hot, cold or sweet, sensations are carried down these channels directly to the nerves, causing pain. How does Colgate® Sensitive Pro-â"¢ work? Most other sensitive toothpastes primarily numb the pain Colgate® Sensitive Pro-â"¢ works by plugging the channels that lead to sensitive tooth nerves, to block the pain With regular use, it builds a long-lasting protective barrier that acts like a seal against sensitivity. Colgate® Sensitive Pro-â"¢ Tooth sensitivity is never fun, especially when it is caused by your favourite food and drink, be it hot, cold, sweet or ic. Many adults in Britain suffer from tooth sensitivity. The condition occurs when enamel erosion and gum recession expose thousands of channels that lead to the tooth's nerve centre. When you drink something cold, hot, sweet or ic, sensations are carried down these channels causing pain. Common causes Tooth sensitivity is not uncommon and can result from many factors, some more obvious than others. You might want to look out for the following: Gum recession: the exposure in the roots of the teeth is a common problem in adults over the age of 40 Brushing incorrectly: Improper brushing can damage your gum tissue. Abrasive toothpaste: This can cause enamel to thin and reveal the dentine underneath. ic beverages: Fizzy drinks and even fruit juices can cause heavy enamel erosion. Gum disease: Gums can become swollen, sore or infected which can lead to gum recession.