ProNamel® Strong & Bright Enamel Toothpaste, Formulated to Strengthen and Protect Tooth Enamel

GSK Consumer Healthcare today announced the U.S. launch of ProNamel® Strong & Bright, a new daily toothpaste that helps strengthen enamel and whiten teeth to better stand up to life’s everyday dietary challenges – today and well into the future.

ProNamel® Strong & Bright Enamel has a unique optimized-fluoride formulation that actively helps strengthen and protect acid-weakened enamel.1 It gently polishes away stains with controlled abrasivity silicas to limit enamel wear during tooth brushing for whiter, brighter teeth,1 while simultaneously freshening breath, fighting cavities and keeping gums healthy.2

The secret to whiter brighter teeth starts with strong enamel – the outermost, protective covering of teeth – but new survey data from the makers of ProNamel® shows that Americans are uninformed about their enamel health and the long-term negative effects their daily habits can have on the brightness of their teeth.3

Over time, oral habits (such as tooth grinding and over brushing) and diet choices (such as some fruits, juices, salad dressings, wine and soda) can wear away enamel, exposing dentin, which is slightly yellow in color.3

“Protecting and strengthening tooth enamel is the key to a healthy, white smile,” said Dr. Jonathan Levine, DMD, New York City practicing dentist and Associate Professor at the NYU School of Dentistry. “Nearly half of American’s don’t know that once enamel is gone, it’s gone forever.3 We rarely think about it, but our daily routines have a significant impact on our enamel health.”

In fact, while seventy-eight percent of Americans use teeth whiteners, only twenty-six percent are aware that they can harm healthy, white tooth enamel revealing the yellow dentin underneath. 4

While all Americans surveyed rank eating healthy as one of their top priorities, sixty-six percent don’t consider the impact foods may have on enamel when choosing what to eat.3 Nearly one in four Americans don’t know that acidic drinks like coffee and orange juice can weaken enamel and only six percent know that calcium-rich foods like milk and cheese can help strengthen enamel.3

Part of the ProNamel® portfolio, the number one dentist recommended brand for strengthening and protecting enamel, ProNamel® Strong & Bright is available in two flavors: Mint and Extra Fresh (3.0oz tube for $5.99).