cmk1969,Great post. That clarified a lot. I'm sure you're right...

cmk1969,

Great post. That clarified a lot. I'm sure you're right that Novamin is the product that OBJ is talking about.

"to suggest that GSK is in the business of 'planned obsolescence' is non-sensical & ludacris!"

Selling a tube of Sensodyne every month for the rest of people's lives is very lucrative for GSK. Their optimal strategy would be to keep ahead of rivals while maintaining repeated purchases of Sensodyne. GSK will keep putting out new improved products to stay ahead of the competition. Nevertheless, they would be reluctant to put out an OTC product that is final fix to a problem like hypersensitivity, because it would ruin Sensodyne sales. Of course, that would change if a competitor produced a final fix.