Misc: Maximum strength (Maximum strength FDA allowed antisensitivity active ingredient). Where Does Sensitive Tooth Pain Come From? Receding gums and damage to your enamel can expose thousands of microscopic channels which lead to your tooth's nerve center. When your teeth make contact with something hot, cold, or sweet, sensations are carried down these channels directly to the nerve, causing pain. This daily protection toothpaste was developed to provide a complete set of 8 essential oral care benefits for a health mouth. Sensitivity relief. Enamel strength. Cavity protection. Fights tartar. Plaque control (Promotes healthy gums and removes plaque with regular brushing). Healthy gums (Promotes healthy gums and removes plaque with regular brushing). Fresh breath. Whitening. How Does Colgate Sensitive Work? Colgate Sensitive has a clinically proven active ingredient that soothes the nerves and builds increasing protection against painful sensitivity with regular use. www.colgatesensitive.com. Save Water: www.colgate.com/savewater. Turning off your water while brushing your teeth can save up to 4 gallons of water each time you brush! Made in Mexico.