I choose Crest Pro Health Sensitive + Enamel Shield because I have sensitive teeth. I trust the brand Crest so when I realized they make this product, I knew I had to give it a chance. When I first used it I felt a tingling in my sensitive spots, so I wasn't sure I was going to be able to continue using it. But, the longer I used it my sensitive spots got better, my teeth got whiter and the taste is fair. I so happy with this product my sensitivity in my teeth was really starting to bother me. I give Crest Pro Health Sensitive + Enamel Shield an A+. I would/will recommend it to everyone. I have started telling my friends and family about this product already. I even made a video review, which I published on my Wordpress blog. I am a satisfied customer and a long time user of Crest products. As usual this Crest Pro Health did not let me down. I enjoy my ice cream and coffee (for those of you that have sensitivity in the mouth), its a real good feeling.