What is tooth sensitivity? Tooth sensitivity occurs when the enamel that protects our teeth gets thinner or when gum recession occurs, exposing the underlying surface, the dentin thus reducing the protection of the root and nerves. When such teeth come in contact with something hot, cold, or sweet, sensations are carried directly to the nerves causing painful sensitivity. Causes for enamel wear and tear: Aggressive brushing, Tooth grinding, Teeth erosion Causes for gum erosion: Aggressive brushing, aging, gum disease. Colgate sensitive plus toothpaste, with its exclusive Pro-Argin™ technology provides INSTANT and LASTING RELIEF from tooth sensitivity with regular use. It WORKS FROM THE FIRST USE* by helping block open tubules to protect sensitive teeth which build LONG-LASTING PROTECTION against sudden shocks of pain. Use it by applying the toothpaste directly on the sensitive teeth for INSTANT RELIEF. How to use: Use it like a regular toothpaste, twice a day. Apply directly on sensitive teeth directly for instant relief. We recommend that you use a toothbrush specially designed for sensitive teeth along with this Colgate Sensitive Plus toothpaste. You can explore the Colgate Gentle range of toothbrushes. Colgate is India's Most Trusted oral care brand and is IDA certified.