Colgate Sensitive toothpaste soothes the nerve ends and builds a protective shield providing both relief from sudden shocks of pain and long term sensitivity protection with regular use. Fights pain due to sweet/sour/hot/cold foods by desensitising nerves. Helps maintain the natural whiteness of your teeth. Significant inhibitory effect on the formation of supra-gingival calculus. Has a pleasant taste. You will notice improvement in 2-4 weeks. If your teeth are still sensitive after a month of consistent use, consult your dentist. Brush twice a day for long lasting relief.