I have sensitive teeth. Unfortunately, the combination of brushing too hard and not using soft bristle toothbrushes has caught up to me, and the enamal has begun to wear away at the point where my teeth meet my gums. I have spent years just ignoring it, or "toughing it out" before my dentist recommended a sensitive toothpaste. I saw results, but would still feel the occasional sensitivity. A month ago, I stared using this product Colgate Sensitive Enamel Protect and I really can feel the difference. I no longer wince if I graze a rough area of my my mouth while brushing and flossing, and my teeth are no nearly as sensitive to hot or cold drinks. I also really enjoy the flavor of this toothpaste, which can be difficult to find when searching for "sensitive" toothpastes. I am thrilled I have found this product, and don't want to go back to standard toothpastes ever again.