Sensodyne launches improved Fresh Mint toothpaste to combat Malaysia's soaring tooth sensitivity rates
A new and improved formula that provides long-lasting relief.
TOOTH sensitivity has been a significant public health concern in Malaysia, proven by a survey conducted by global consumer health leader, Haleon.
Among 248 Malaysians surveyed, a staggering 69 per cent experience regular tooth sensitivity, with 61.8 per cent enduring the discomfort rather than seeking dental treatment.
Toothpaste brand, Sensodyne, is re-launching its Fresh Mint toothpaste with a new and improved formula that provides long-lasting relief.
The survey, conducted among the 18–40 age group, revealed that younger generations are highly affected, with 38.4 per cent aged 26 to 40, and 34.6 per cent belonging to the 18 to 25 category—highlighting the need for increased awareness and effective solutions for sensitive teeth across all ages.
Cold foods contributed 58.5 per cent to the cause of sensitivity, followed by sweets and hot drinks—all of which are everyday habits for most Malaysians. With only 13.1 per cent actively addressing the issue by brushing their teeth to relieve discomfort, Sensodyne Fresh Mint steps in to help redress the problem.
Specially developed with an improved formula, the toothpaste provides lasting relief and helps Malaysians live life without the fear of sensitivity. The benefits include: 24-Hour Protection: With continued use and twice-daily brushing, users can enjoy favourite foods and drinks throughout the day without irritation.
Lasting Freshness: The improved formulation offers long-lasting freshness with regular use.
Triple-Action Cleaning Technology: Designed to polish teeth, remove surface stains, and brush away bacteria for a cleaner, healthier smile.
A Real-World Evidence study further validated Sensodyne’s effectiveness, published in the International Journal of Environmental Research and Public Health. According to the Dentine Hypersensitivity Experience Questionnaire, 100 per cent of regular Sensodyne users expressed daily satisfaction, and 98 per cent reported improvement in their sensitivity symptoms.
“Too many Malaysians endure the discomfort of tooth sensitivity, missing out on simple joys like a refreshing iced coffee or a scoop of ice cream. Instead of addressing the root cause, many wait for the pain to pass,” said Haleon Marketing Director for Malaysia, Singapore and Brunei, Law Chen.
“That’s why Sensodyne, in collaboration with the Malaysian Dental Association, is intensifying efforts to raise awareness and promote early intervention—because if left untreated, sensitivity can lead to more serious dental issues.”
Meanwhile, Malaysian Dental Association Periodontist Dr Mohd Salman Masri echoed similar sentiments: “Tooth sensitivity is more than just a minor inconvenience—it can signal deeper oral health issues. Yet, many Malaysians endure it without realising how much it affects their daily lives.”
He added that, based on the same real-life study, 93 per cent of respondents said that sensitivity takes the joy out of eating and drinking, affecting both physical comfort and emotional well-being. “That’s why it is crucial to address sensitivity early—right when you first feel it. Ignoring it could lead to bigger problems later on,” he said.
In commemoration of World Oral Health Day, Sensodyne is also launching a nationwide campaign titled "A Happy Mouth is a Happy Mind", aimed at uniting Malaysians. In collaboration with the Malaysian Dental Association, Sensodyne will be offering one month of complimentary dental check-ups across more than 500 clinics nationwide from April 21 to May 21.
Sensodyne Fresh Mint is now available nationwide at pharmacies, dental clinics, minimarkets, supermarkets, hypermarkets, and provision stores. For more information, visit www.sensodyne.com.my or follow Sensodyne Malaysia’s Facebook and Instagram pages.
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