Misc: Relieves & whitens. Clinically proven sensitivity relief. Superior stain removal (With regular brushing vs. non-whitening toothpaste). 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, sensation are carried down these channels directly to the nerves, causing pain. Colgate Sensitive whitening is formulated for daily use. 24/7 sensitivity protection with twice daily brushing. Superior stain removal, helping to restore the natural whiteness of your teeth (With regular brushing vs. non-whitening toothpaste). How does Colgate Sensitive whitening work? Colgate Sensitive whitening contains potassium nitrate, clinically proven to soothe the nerves in exposed dentin. With regular use, it provides long-lasting sensitivity relief and removes surface stains to help keep teeth white and brighter (With regular brushing vs. non-whitening toothpaste). Gluten free. SmartLabel: App enabled scan for more information. Questions? 1-800-468-6502.