CLINICALLY PROVEN FOR SENSITIVITY RELIEF: Colgate Sensitive Everyday Protection Toothpaste provides sensitivity protection*, helps protect against cavities, fight tartar, promote healthy gums and remove plaque with everyday brushing.(*with everyday use and twice-daily brushing​)​ IDA CERTIFIED: Colgate Sensitive Everyday Protection Toothpaste is IDA certified, It's clinically proven formula provides FAST RELIEF within 2 weeks of use, LONG-TERM RELIEF with regular use, and builds INCREASING PROTECTION. SUPERIOR ORAL CARE: Colgate Sensitive Everyday Protection Toothpaste provides necessary protection for sensitive teeth And also gives prevention against dental problems, like Plaque, Tartar build-up, Cavities RECOMMENDED ORAL CARE ROUTINE: Everyday Brush your teeth twice for 2 minutes with Colgate toothpaste, rinse with mouthwash for 30 seconds, & replace your toothbrush every 3 months to keep teeth & gums healthy, preventing tooth decay, gum disease & bad breath.​​ SAFE TO USE & ENVIRONMENTALLY FRIENDLY: It is 100% vegetarian, gluten-free & Paraben-free. We care about our environment, Colgate India is the nation’s first to earn TRUE Zero Waste Platinum certification for all its four manufacturing sites in India, from Green Business Certification Inc. (GBCI). This toothpaste is made in India, with the highest quality standards.