New Gel Technology Reaches Hidden Areas of the Mouth

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Tue Sep 8, 2009 8:05am EDT 

Innovative Foaming Action Gets Between the Teeth, Providing a Whole Mouth
Clean




PITTSBURGH, Sept. 8 /PRNewswire/ -- The makers of Aquafresh(R) and
Sensodyne(R) introduce a breakthrough technology in toothpaste - new
iso-active(R) Foaming Gel.  Iso-active has a revolutionary delivery system
that disperses active ingredients quickly, penetrating those hard-to-reach
areas of the mouth.

According to a recent survey, 68 percent of adults do not realize how much of
their tooth surface is actually hidden between the teeth.  Generating twice
the foam volume as ordinary toothpaste, new iso-active spreads active
ingredients around the mouth, reaching the surfaces between the teeth to
provide a whole mouth clean.

"With 40 percent of the tooth surface in between the teeth, it is important
that we are getting in those hidden areas of the mouth to achieve overall oral
health," says Dr. Kourosh Maddahi, a nationally recognized, Beverly
Hills-based dentist.  "The unique foaming action and advanced delivery of
iso-active ensure my patients are getting in to those hard-to-reach areas for
a deeper clean."

Iso-active is a first-of-its-kind toothpaste, delivered in a novel canister
format with a gel-to-foam action.  The toothpaste is dispersed from the
canister as a gel and turns to foam in the mouth as a result of an ingredient
called isopentane.  Isopentane responds to increases in temperature caused by
the warmth of the mouth.  This relatively small increase in temperature causes
the isopentane ingredient to evaporate which stimulates the enhanced foaming
action of the product.  

"The rich active foam that is produced when iso-active reacts with the warmth
of the mouth is a new technology never used before in the oral health care
category," says David Urquhart, Principal Scientist of New Product Development
at GlaxoSmithKline.  "GSK is committed to being a leader in oral health care
to provide consumers with innovative ways to best maintain their oral health
care regimen."

New iso-active(R) is available in both Aquafresh(R) and Sensodyne(R), allowing
consumers to choose the product best for their oral health care needs.  For
those looking for a whole mouth clean, Aquafresh iso-active Whitening's unique
formulation removes three times more bacteria than ordinary toothpaste. 
Additionally, for those who experience tooth sensitivity, Sensodyne iso-active
provides all around protection and sensitivity relief.

Both Sensodyne and Aquafresh iso-active will be available at most drug,
grocery and mass merchandise retail outlets nationwide starting in August
2009.  For information about iso-active, people can visit www.Aquafresh.com or
www.Sensodyne.com to find out which iso-active option best matches their oral
health care needs. 

About the Survey
An online national survey about oral health care habits was fielded among
1,078 U.S. adults (ages 18 and above) in April-May 2009 by Richard Day
Research, conducted on behalf of GlaxoSmithKline Consumer Healthcare.

About GlaxoSmithKline Consumer Healthcare 
GlaxoSmithKline Consumer Healthcare is one of the world's largest
over-the-counter consumer healthcare products companies. Its more than 30
well-known brands include the leading smoking cessation products, Nicorette(R)
and NicoDerm(R)CQ(R), and Commit(R), as well as many medicine cabinet staples
-- alli(R), Aquafresh(R), Sensodyne(R), and TUMS(R) -- which are trademarks
owned by and/or licensed to GlaxoSmithKline Group of Companies.

About GlaxoSmithKline
GlaxoSmithKline - one of the world's leading research-based pharmaceutical and
healthcare companies - is committed to improving the quality of human life by
enabling people to do more, feel better and live longer. For company
information visit: http://www.gsk.com.

    Contacts: Jennifer Forst
              GolinHarris
              502-614-6610
              jforst@golinharris.com

              Maureen McGaffin
              GlaxoSmithKline Consumer Healthcare
              412-200-4000
              maureen.e.mcgaffin@gsk.com



SOURCE  GlaxoSmithKline Consumer Healthcare

Jennifer Forst of GolinHarris, +1-502-614-6610, jforst@golinharris.com, for
GlaxoSmithKline Consumer Healthcare; or Maureen McGaffin of GlaxoSmithKline
Consumer Healthcare, +1-412-200-4000, maureen.e.mcgaffin@gsk.com
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