Where does sensitive tooth pain come from? Receding gums and damage to your enamel can expose thousands of microscopic channels which lead to your tooth's nerve center. When your teeth make contact with something hot, cold or sweet, sensations are carried down these channels directly to the nerves, causing pain. These exposed areas of the teeth can also be prone to discolouration. How does Colgate Sensitive Pro-Relief+ Whitening work? , Most other sensitive toothpastes primarily numb the pain. Colgate Sensitive Pro-Relief+ Whitening works by plugging the channels that lead to sensitive tooth nerves to help block the pain. With regular use, it builds a long-lasting protective barrier that acts like a seal against sensitivity. Its low abrasive formula gently and effectively removes stains, helping to restore the natural whiteness of your teeth. , Directions for use: For instant relief, apply directly to the sensitive tooth with a finger tip and massage gently for 1 minute, up to twice a day and for children 6-12 years once a week or less frequently. For lasting relief, apply to a gentle toothbrush.