Over 12 years of clinical development and research has resulted in a new advanced toothpaste technology launched by the internationally renowned brand Crest. After more than 80 scientific studies, the new Crest Expert toothpaste shows improved product benefits that now cater for a variety of individual patients’ needs. The new line of specialised toothpastes specifically addresses areas dentists care about – Enamel, Gums and Sensitivity.

The new Crest Expert Gum Protection toothpaste now boasts of a breakthrough combination of two powerful ingredients working together – stabilised stannous fluoride and its perfect partner sodium hexametaphosphate.

Why is this formulation unique? Crest Expert Gum Protection is unique because of the number of benefits it provides: 1) the stabilised stannous fluoride provides the therapeutic benefits for plaque and gingivitis, caries, sensitivity and malodour; 2) the sodium hexametaphosphate provides the aesthetic benefits of calculus control, stain removal and stain prevention.

Stannous fluoride was actually among the first active ingredients to be recognised by the American Dental Association as a safe and effective anti-carries prevention ingredient already in the 1960s. Moreover, stannous fluoride was also known for its anti-gingivitis properties.

So why was Stannous Fluoride not broadly used in toothpaste?

There were several reasons behind this: Most “normal” toothpaste formulations are water-based – the challenge was that ions of stannous fluoride are not stable in aqua solution which would prevent it from delivering anti-carries benefits. Non-stabilised stannous fluoride has a potential for the extrinsic staining of the teeth. Staining is exactly what people do not look for when choosing a toothpaste. On the contrary! Some patients also do notice a metallic taste with use of stannous fluoride toothpastes. This can be very unpleasant.

Sodium hexametaphosphate is known for its positive impact on calculus formation by keeping plaque soft and preventing it from being calcified. Sodium hexametaphosphate protects the enamel and prevents the formation of new calculus. Sodium hexametaphosphate also removes extrinsic stain and through its adherence to enamel again prevents further accumulation of extrinsic stain.

These were the challenges that the Crest researchers faced: How to work these effective but highly reactive ingredients into a formula, to ensure maximum benefits.

It took P&G researchers about 2 ½ years to get the balance in the formulation just right. The ingredients have to dissolve at the right rate so that the bio-available stannous fluoride won’t cause tooth stain. The right balance of sodium hexametaphosphate is a unique combination because it allows the stannous to react with the bacteria, the tooth and the smear layer. After the stannous fluoride reacts, the sodium hexametaphosphate coats the stannous fluoride to prevent stain.

Stannous fluoride is also responsible for the formation of an acid resistant smear layer over the dentinal tubuli, leading to hypersensitivity reductions by sealing or occluding the tubuli.

Thus a new advanced formulation was born that provides superior anti-carries protection, controls plaque and gingivitis, provides protection against sensitivity, freshens breath, provides calculus protection, extrinsic stain removal and protection.

Together with Crest Expert Gum Protection, Crest also launched Crest Expert Sensitive. A new line of Oral B Expert brushes was also introduced to compliment the Crest Expert line up: Manual Oral B includes Expert Clean, Expert Complete 7 and Expert Anti bacterial while Oral-B Power line up includes Expert Power and Vitality Expert.

Dr Edita Dvoncova from Procter & Gamble’s External Relations said: “The newest technology from Crest and Oral-B Expert provides dentists with precise tools for precise problems, and helps improve oral health of patients. They are designed to provide specific oral health benefits and produce tangible results visible already over short periods of time.”

The range of products now available on supermarket shelves and pharmacies across the Maltese Islands are imported and distributed by V.J. Salomone Marketing Ltd.