SENSODYNE installed the worlds largest tooth in Madrid.

-The seven-metre sculpture was installed in the Plaza de Callao and exceeds the record for height so far had a tooth located in New Jersey, USA

-Sensodyne Repair & Protect is the first toothpaste for daily use that protects and repairs the sensitive area of the teeth, Novamin ® technology

Madrid, April 2012.- Sensodyne toothpaste brand installed the tooth largest in the world in the Plaza de Callao in Madrid on 20 and 21 April. The initiative has had intended to raise awareness about the need to monitor our dental health and especially draw attention to the problem of sensation which affects a third of the population. Giant Sensodyne tooth is damaged by holes, simulating the tooth microtubules that are exposed when you have tooth sensitivity, and invited citizens to participate in their repair armed large tubes of toothpaste.

In this way, Sensodyne wants to help prevent problems of dental sensitivity that it currently suffers a 33% of the Spanish population, and they are characterized by a brief but intense pain everytime we take something cold, hot, sweet or acid and sometimes, simply by brushing.SensodyneRepair & Protect is the first toothpaste for daily use that protects and repairs the sensitive area of the teeth, Novamin ® technology. This innovative component allows you to locate and repair the sensitive areas, that acts on the tooth using the same natural elements of the tooth.

simulation of the giant tooth

the installation of the giant tooth wants to alert about the dental health care, since half the population does not go to the dentist or carried out annual reviews, according to the latest Nielsen data, and these numbers get worse since the beginning of the crisis. The aggressions of the food and improper cleaning our teeth are deteriorating, in fact 80% of citizens has fillings and one of every three people is missing any tooth.

Giant dandelion Sensodyne installed in the Plaza Callao Madrid wants to raise awareness of the importance of our dental health through impressive action. The tooth is seven meters in height and surpasses dimensions to dental sculpture which until now had the world record and is located in New Jersey, United States.

Those involved in the repair of this giant tooth have also been able to play in the competition ‘ the money you spend ’; a competition with a prize of 2,000 euros for those who best know the habits of dental hygiene, the equivalent of what we spend our life in tooth pastes.

The Spanish consume the year 114 million tubes of toothpaste, an average of 6 tubes for each household. According to data of the Homescan study published in June 2011.

On Sensodyne Repair & Protect

Sensodyne Repair & Protect is the first toothpaste for daily use that protects and repairs the sensitive area of the teeth. It is the only toothpaste that contains the patented Novamin ® technology, the same technology used in the field of bone regeneration. This innovative component of calcium phosphate allows you to locate and repair the sensitive areas, using the same natural elements of the tooth.

Its special technology is activated when it comes into contact with saliva helping repair the vulnerable areas of exposed dentin (the element located below containing the dentin tubules.)

Various studies have shown that using two times a day SensodyneRepair & Protect, this repair continuously teeth, as well as strengthen them and protect them from future episodes of sensitivity.

Sensodyne Repair & Protect incorporates a unique desensibilizante technology that creates a restorative coating on the exposed dentin and serving as effective and durable barrier against the pain of dental sensitivity.

The new Sensodyne toothpaste also contains fluoride to your usual dental care.

Friday, April 20 at 12: 00 pm in the Plaza de Callao

About GSK

At GlaxoSmithKline (GSK), one of the leading pharmaceutical companies and products for the global research-based health care, we are committed to improve the quality of human life by enabling people to have more vitality, feel better and live longer.

The Consumer Healthcare Division provides a dynamic dimension added to our company with well known brands such as Corega, Eno, Binaca, Zovirax, Hibitane and Sensodyne, among others; For all our products, the driving force behind our Consumer Healthcare Division is science. With four specific Consumer Healthcare r & d centres, and its regulation, this line takes scientific innovation as seriously as commercial excellence and offers capacity-building leader both.