Crest Sensi-Stop Strips: From Innovation to Reality

Tuesday, September 9, 2014 11:20 am EDT


More than 50 percent of adults may be living with sensitive teeth1 making it uncomfortable and even painful to enjoy an iced beverage, bite into a hot meal or practice proper oral hygiene.

With the introduction of Crest Sensi-Stop Strips, Crest has brought an innovation like none other to the marketplace, and is now providing a solution to those suffering from tooth sensitivity.

Tooth sensitivity actually occurs when dentin, the porous tissue underlining the tooth that protects gums and enamel, becomes exposed. This can occur for many reasons—gum recession and weakened enamel, due to teeth grinding or eating acidic foods, are just some examples of stimuli that cause pain.

While toothpastes containing numbing agents have been a popular option in the past, active ingredients are not concentrated in the needed areas. Many tooth sensitivity sufferers also suppress pain by avoiding certain triggers that cause sensitivity, such as ice cream or hot coffee.

Imagine your life without your daily caffeine. Or summer without enjoying a scoop alongside your kids! Only 4 in 10 sensitivity sufferers are satisfied with their current sensitivity solution2, leaving great opportunity for Crest to bring something new to consumers.

Crest Sensi-Stop Strips are an at-home strip that is applied directly to the gum line of sensitive teeth to provide immediate relief. Only one strip applied for 10 minutes can provide up to one month of protection.3

With this new way of providing relief, the brand understood that they would need to educate consumers about sensitivity, and promote trial through advocacy as part of introducing the new strips to North America.

“Crest Sensi-Stop Strips are P&G’s biggest innovation ever in the sensitivity category. They introduce an entirely new at-home treatment addressing tooth sensitivity, and are a simple and highly-effective addition to existing oral care routines,” noted Charles Pierce, P&G Group President, Oral Care & New Business Creation and Innovation.

To create initial buzz around this innovation, Crest hosted an event in New York City on July 31 to garner media interest in the new product. During the launch of Crest Sensi-Stop Strips, the brand unveiled the new product to 84 media including top outlets.

The introduction of Crest Sensi-Stop Strips truly speaks to the embodiment of P&G’s homegrown innovative spirit, with talent like Paul Sagel continuing to put Oral Care at the forefront of solutions for consumers in need.

Crest Sensi-Stop Strips are currently available at retailers nationwide. For more information, visit

1. Irwin CR, Internal Market Research H&P Data May 2013
2. Irwin CR, Internal Market Research H&P Data May 2013
3. See package for usage instructions and additional information.

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