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What is tooth sensitivity? Tooth sensitivity occurs when enamel that protects our teeth gets thinner or when gum recession occurs, exposing the underlying surface, the dentin thus reducing the protection to the root and nerves. When such teeth come in contact with something hot, cold, or sweet, sensations are carried directly to the nerves causing painful sensitivity. Causes for enamel wear and tear: Aggressive brushing, Tooth grinding, Teeth erosion Causes for gum erosion: Aggressive brushing, ageing, gum disease. Colgate sensitive plus toothpaste, with its exclusive Pro-Argin� technology provides INSTANT and LASTING RELIEF from tooth sensitivity with regular use. It WORKS FROM THE FIRST USE* by helping block open tubules to protect sensitive teeth which builds LONG-LASTING PROTECTION against sudden shocks of pain. For product related feedback please reach out to Colgate Consumer Affairs on consumeraffairs_india@colpal.com OR Call on -1800-225599.