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New Gel Technology Reaches Hidden Areas of the Mouth
Date:9/8/2009

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


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SOURCE GlaxoSmithKline Consumer Healthcare
Copyright©2009 PR Newswire.
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