Introducing Crest Sensitive & Gum All Day Protection toothpaste. Created after years of research by Crest scientists, it’s been specially formulated for healthier gums and helps soothe your sensitive teeth from hot and cold food or drink. The activated foam in this toothpaste is able to get to hard to reach places, like around the gum line, leaving your teeth clean and strong, your gums refreshed, and your smile protected all day. Clinically proven to reduce gum bleeding to fortify gums. Starts to work immediately* with lasting sensitivity relief** and strengthens gums.