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Atlanta Parents Brush Up on Growing Concern of Acid Erosion in Children's Teeth at Atlanta Dogwood Festival
Date:4/16/2009

Local family dentist and other experts on-hand to provide free education

ATLANTA, April 16 /PRNewswire/ -- At the Atlanta Dogwood Festival from April 17 to 19, Atlanta parents and their children will have an opportunity to learn more about how to protect against a growing dental health concern - acid erosion.

At the Sensodyne Dental Health Spa, an interactive consumer experience which will be on display at the festival, area parents can learn more about what causes acid erosion and how to help prevent it. Atlanta based family dentist Dr. Latonya Wade-Crear, as well as dental hygienists and other experts, will be on hand to talk to consumers about acid erosion, as well as other dental health issues including tooth sensitivity. At the exhibit, families will also have the opportunity to engage in free entertaining and educational activities. Families who stop by the exhibit will have the chance to win great prizes as well as receive coupons and Sensodyne product samples.

"It's important for Atlanta parents to learn more about acid erosion, which is an issue I am increasingly seeing among children in our office," says Dr. Wade-Crear. "By taking a few simple steps, they can help minimize the risk of acid erosion to their children's teeth. For instance, a good way to provide their children with a foundation for acid wear protection is by having them brush at least twice daily with Sensodyne ProNamel(TM) for Children, a new over-the-counter children's toothpaste that can re-harden softened enamel and help protect against further acid erosion."

About Acid Erosion

Most parents know how important it is for kids to brush their teeth at least twice a day and floss regularly to protect against cavities, but what they don't know is that cavity protection is no longer enough. Today's modern diets - even those that are seemingly healthy - can contribute to acid erosion, a growing and irreversible problem not only among adults, but for children as well.

Acid erosion is a form of toothwear caused by acid softening the tooth's enamel surface. Some of the common foods and drinks with high-acid content include sodas, fruit juice, ketchup, salad dressings, citrus fruits and even fruits like melons and berries. Though nine out of 10 pediatric dentists report seeing signs of acid erosion in their patients, awareness among parents remains extremely low. In fact, a recent survey conducted by Sensodyne ProNamel shows that most mothers - 93 percent - don't think their children are at risk for acid erosion of teeth, and almost half of moms said they are not sure if acid erosion of a child's teeth can be repaired or reversed, when, in fact, it can't. Once tooth enamel is gone, it's gone for good.

In response to the growing issue of acid erosion, Sensodyne, a leader in tooth enamel protection, has introduced Sensodyne ProNamel for Children, the first children's toothpaste scientifically proven to help re-harden children's tooth enamel. ProNamel for Children's optimized fluoride formulation helps re-strengthen acid-softened tooth enamel to protect against acid erosion as well as cavities. Furthermore, its low abrasivity helps minimize further enamel wear during toothbrushing. Developed with the help of dentists, ProNamel for Children also has a kid-friendly gentle mint flavor.

Sensodyne ProNamel for Children will be available nationwide at drug, grocery and mass merchandise stores in April. For more information about the product and acid erosion, visit www.ProNamel.us.

Survey Methodology

The mothers and acid erosion awareness study was conducted by Synovate, on behalf of GlaxoSmithKline Consumer Healthcare, within the United States between January 20 - 23 2009, among 176 mothers of children ages six to 12.

About Sensodyne

Sensodyne Toothpaste is the #1 dentist and hygienist recommended desensitizing toothpaste brand. It contains fluoride for cavity-protection and the maximum amount of potassium nitrate allowed by the FDA to treat sensitivity. Sensodyne has been trusted by patients and professionals for more than 40 years and is clinically proven to relieve dentin hypersensitivity within two weeks. Sensodyne offers different variants to meet the needs of all patients, including Original, Fresh Impact, Cool Gel, Fresh Mint, Extra Whitening, Tartar Control with Whitening and Full Protection Plus Whitening, in addition to ProNamel and ProNamel for Children, which are designed to help protect teeth against the effects of acid wear.

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.

    MEDIA CONTACTS:

    Katherine Riemer              Jennifer May
    GolinHarris                   GlaxoSmithKline Consumer Healthcare
    312.729.4283                  412.200.3729
    kriemer@golinharris.com       jennifer.l.may@gsk.com


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SOURCE GlaxoSmithKline Consumer Healthcare
Copyright©2009 PR Newswire.
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