These days, toothpastes are real multitaskers. One task in particular that Aquafresh takes on caught me by surprise, so I looked into it…

Dear Aquafreshers,

I feel sorry for Aquafresh stripes. They come out so perfectly, and then once you start brushing, it looks more like you licked the primary colors off a watercolor painting.

Until I read the carton, I had no idea that Aquafresh “soothes nerves.” What do you call this kind of therapy, Aquafresh for Anxiety? If I brush every time I get nervous, how long will it take for Aquafresh to settle my nerves down? If I get a pinched nerve and brush Aquafresh on it, how long will the soothing relief last? Is there a particular spot on the nerve where applying Aquafresh will be more effective? I can’t tell a nerve ending from a nerve beginning. I don’t even believe in Nervana.

I’m really interested in learning more about how Aquafresh soothes nerves, so please don’t brush me off.

P.S. I know how Aquafresh deals with cavities. Are there any other body cavities I should be brushing?

A GlaxoSmithKline Consumer Healthcare Customer Service Representative responded with:

Thank you for contacting us regarding Aquafresh® toothpaste.

There are many causes for tooth sensitivity, one of which is receding gums. The primary causes of receding gums may include age, vigorous brushing with a firm bristle toothbrush, periodontal disease, and simply bad oral hygiene. Often, when the gumline recedes, unprotected dentin is exposed; this contains tiny, microscopic holes that lead directly to the nerve inside the tooth. Teeth may become sensitive when this exposed dentin is subjected to hot, cold, sweet or sour foods, as well as to touch. Aquafresh Sensitive helps to treat sensitive tooth pain in two ways: by soothing the irritated nerve and sealing off the holes that lead to the nerve.

At GlaxoSmithKline Consumer Healthcare, we recognize our consumers to be a very valuable asset and appreciate your taking time to contact us. For more information on Aquafresh® toothpaste, please visit our website at www.aquafresh.com. If we may be of further assistance, (additional contact information followed).

Final Thoughts: This appears to be one of those rare instances when it’s a good thing for a product to get on your nerves. It’s also comforting when a healthcare company such as GlaxoSmithKline displays a good bedside manner by taking the time to explain how their product works. If your teeth are sensitive, Aquafresh Sensitive may be the answer. However, when you develop a sensitivity towards a product claim, it’s time to Write The Company.