New Tom's of Maine Rapid Relief Sensitive Natural Toothpaste Delivers Patented Technology to Sensitive Teeth Sufferers

Provides relief in 60 Seconds* and Long-Lasting Protection with Continuous Use

Mar 01, 2016, 10:00 ET from Tom's of Maine

KENNEBUNK, Maine, March 1, 2016 /PRNewswire/ -- For the more than 40 million sensitive teeth sufferers** who can't enjoy the food and beverages they love, natural oral care leader Tom's of Maine is introducing a natural solution for relief with its new Rapid Relief Sensitive Toothpaste. Unlike some sensitive toothpastes that only numb the pain, Tom's of Maine Rapid Relief blocks the pathways to sensitive nerves to help seal out pain using a patented combination of arginine and calcium carbonate. It is the only toothpaste currently available in the U.S. to use this technology.

In a sensitive tooth, receding gums expose fluid-filled dentinal tubules. When well-known triggers like hot and cold beverages, acidic or sweet foods – or even air – travel through the tubule, fluid changes and uneven pressure inside the tooth activates the nerves, causing an electric shock-like sensation. Tom's of Maine new clinically-proven formula works differently by helping seal the pathways to sensitive nerves for rapid relief in 60 seconds* and long-lasting protection with continuous use.

"Until now, sensitive teeth sufferers have had to settle for toothpastes and ingredients that just mask the pain," said Lindsay McPherson, senior oral care brand manager at Tom's of Maine. "Tom's of Maine Rapid Relief Sensitive Toothpaste treats sensitivity differently and makes it possible to once again enjoy cold drinks, hot soups and even ice cream without fear of pain. It's a new kind of freedom from sensitive teeth."

As with all Tom's of Maine products, Rapid Relief Sensitive Toothpaste contains no artificial dyes, sweeteners or preservatives and no animal testing. In addition to sensitive teeth protection, it also offers breath-freshening benefits in a Fresh Mint flavor featuring natural peppermint oil. The product will be available at retailers nationwide beginning in March 2016 for the suggested retail price of $5.99.

In an effort to care for people and the planet, Tom's of Maine donates 10% of profits back to communities, and the Rapid Relief Sensitive Toothpaste tube is recyclable through the Tom's of Maine TerraCycle collection program.

*Patented formula provides rapid relief when directly applied to the sensitive tooth with fingertip and gently massaged for one minute
**According to the Academy of General Dentistry

About Tom's of Maine
Tom's of Maine is a leading natural products company focused on oral and personal care carrying high quality toothpaste, mouthwash, dental floss, antiperspirant, deodorant, bar soap, lip balm and  baby shampoo and lotion products. Our Stewardship Model guides every decision we make ensuring that our ingredients, processing, and packaging meet our rigorous standards for being natural, sustainable, and responsible. For over 45 years, Tom's of Maine has invested in hundreds of nonprofit efforts by giving 10% of its profits back to organizations that support people and the planet and by encouraging employees to use 5% (12 days) of paid time to volunteer. Tom's of Maine employees regularly contribute suggestions for improving the company's high sustainability standards. And their ideas, from wind power to ways to improve recycled and recyclable packaging options, are critical to the company's sensitive way of doing business. Most Tom's of Maine products are vegan, kosher and halal certified and gluten-free. All packaging is recyclable through a partnership with upcycling leader TerraCycle or participating municipalities. Tom's of Maine values partnering with its consumers, suppliers and community organizations to support lasting, positive change that is good for people and the planet. To learn more visit us online at http://www.tomsofmaine.com/home or at http://www.facebook.com/TomsofMaine.

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SOURCE Tom's of Maine



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