The agreement will mean Dentsply will combine its Nupro products with GSK’s Sensodyne brand.
Important to provide dental care from the practice to the home
With tooth sensitivity estimated to affect 1 in 3 people in the US, Christopher Clark, COO of Dentsply, stated the co-branding will provide a continuum of care from the dental office to the home.
“We are combining some of the most well regarded brands and products on the market to provide a complete treatment solution with both in-office and at-home care regimens for patients suffering from this type of tooth pain,” he said.
“We are pleased to be partnering with GSK and Sensodyne, a global leader in sensitivity treatment.”
Sensodyne vice president, Carlton Lawson, agreed and stated the move highlighted GSK’s strategy to expand its science-driven oral care business.
“Sensitive teeth sufferers will be able to access an effective portfolio of Sensodyne-branded products providing continuous care from the dental office to the home,” he said.
Back in late 2009, GSK acquired NovaMin, a patent protected calcium phosphate technology, which is clinically proven to relieve sensitive teeth, and is key to this latest venture, according to Lawson.
“By leveraging both companies’ brands and capabilities, we aim to build awareness of the benefits of NovaMin and therefore further consolidate our position as the leader in the over the counter oral healthcare market,” he continued.
No exchange of cash or equity
There is to be no exchange of cash or equity in the agreement, rather both parties will have use of each other’s technical clinical and marketing resources.
Whilst a portfolio of products will be developed, two co-branded products, Nupro Sensodyne Professional prophy paste and Sensodyne Nupro Professional toothpaste, will be released in the short term.