GlaxoSmithKline Consumer Healthcare Corporate Release_Sensodyne Repair and Protect April 17 2013 v2

GLAXOSMITHKLINE’S SENSODYNE STRENGHTENS IT’S SENSITIVITY

EXPERT POSITIONING; LAUNCHES SENSODYNE REPAIR & PROTECT

New Delhi, April 17, 2013: Sensodyne, GlaxoSmithKline’s (GSK) leading global brand for sensitive teeth, today announced the launch of Sensodyne “Repair & Protect” – a unique offering that further strengthens its positioning as the sensitivity expert. Sensodyne Repair & Protect provides a higher order benefit of repair as it repairs areas of the tooth that are susceptible to sudden twinges of sensitivity with daily use. Powered with patented Novamin technology - a breakthrough clinically proven formula - it helps in repairing vulnerable sensitive areas with the natural building blocks of your teeth.

Marked by design and innovation, Sensodyne “Repair & Protect” is one of the biggest innovations by GSK CH in the last decade. The 3D pack graphics and the 5 panel scalloped pack attract the attention of the consumer with the key benefit. The patented Novamin technology actually repairs teeth thereby ensuring consumers can do more than just provide relief from the unpleasant sensation – they can continuously repair, strengthen and protect their teeth with regular use. The brand Sensodyne itself has been boosting the growth of the premium oral care category in India since its launch; in just over two years of its national launch, Sensodyne has become the number one sensitive toothpaste in India! With Repair & Protect, Sensodyne takes addressing sensitivity to the next level, by repairing as it protects.

Talking about the launch, Mr. Jayant Singh, Executive Vice President, Marketing, GlaxoSmithKline Consumer Healthcare, India,said “At GSK we believe in designing products that are backed by the strength of superior science and innovation. It is with this endeavour that we decided to launch one of our leading global products in India – Sensodyne “Repair and Protect”. It is a revolutionary product that employs innovative technology to repair sensitive teeth. Sensodyne is now in its 3rd year in India and we have had an overwhelming response. We are confident that this product will certainly be successful amongst discerning Indian consumers.”

As part of GSK’s initiative to establish Sensodyne Repair & Protect, the company is supporting it by campaigns across print, television, in-store and outdoor platforms. Being a brand highly endorsed by experts, there will also be an extensive dental experts’ outreach program. Priced at Rs. 80 and Rs. 150 for 40 gms and 80 gms respectively, Sensodyne Repair & Protect is available across retail and modern trade outlets across India.

About GlaxoSmithKline Consumer Healthcare Ltd.

GSKCH is an associate of GlaxoSmithKline plc. of the U.K, a global science based healthcare company. GSKCH has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GSKCH is the largest player in the health food drinks industry. The Company with its manufacturing plants located in Nabha, Rajahmundry and Sonepat has a total workforce of about 2700 people.

GSKCH has a strong marketing and distribution network in India comprising over 550 wholesalers and direct coverage of over 6,00,000 retail outlets. Its flagship product, Horlicks, is a widely regarded and highly respected brand for over 100 years. The Company also manufactures and markets Boost, Viva and Maltova and in addition markets and distributes a number of products in diverse categories, which include prominent household names such as Eno, Crocin and Iodex.

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