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12 Dental Tribune Middle East & Africa Edition | July-August 2015oral health Hard on plaque SOFT on gums Target Sensitive has a small head and 0,01 micro thin bristles so it is easy to reach and clean effectively. The ultra soft bristles are gentle to gums and enamel. For more information www.jordan.no jordndub@emirates.net.ae Target Sensitive SO FT TO ENAM EL PRO VEN GEN TLE 1 In-use testing: Target Sensitive scores very high on Soft and Gentle cleaning Feel soft to use Feel gentle to use Feel gentle to my gums & enamel 91%91% 85% 1 Source: Perceptor in-use test: 74 consumers, Finland, 2014 1 After use testing: Target Sensitive scores high on BOTH Softness & Effectiveness France, Germany, Italy and Spain, top oral health concerns influencing purchase, February 2014. Teeth and gum sensitivity effects over 50% of adults By Jordan S ensitivity is a growing oral care health concern and preventing sensitivity starts by keeping the teeth enamel strong & healthy. Sensitivity is in a lot of markets the Nr. 1 con- cern influencing purchase. Con- sumers want products that work well but are also gentle to their teeth enamel and gums. Many people suffer from sen- sitive teeth and it can start at any time. It is more common in people aged between 20 and 40, although it can affect people in their early teens and when they are over 70. Women are more likely to be affected than men. If sensitivity effects so many people why are they not buying more “sensitive” oral care prod- ucts? Research tells us that most con- sumers, as many as 90%, find it difficult to choose products in-store. So how can we help consumers find the right prod- ucts for them? It can start at the dentist. Dental profession- als recommend that consumers choose toothbrushes with soft bristles as these are gentle on their teeth enamel and gums. They also prefer smaller heads as it is easier to navigate around the mouth and clean difficult ar- eas, especially the back molars where cavities tend to start. Manufacturers can also help by making “sensitive” prod- ucts more attractive and readily available with clear and easy to understand information. In 2014 there was a rise in the number of launches with enamel focus. References 1. 2012 and Mintel Oxygen, Consumer Daa Charts, Oral Hy- giene, March 2. TNS Gallup, Needscope Swe- den & Norway, 2014 3. www.dentalhealth.org 4. Norm research, Norway 402 interviews Jordan Middle East PoBox: 17795, Dubai, UAE Tel: 971-4-8871050 Email: jordndub@emirates.net.ae Contact Information