Introducing new Crest Gum Detoxify Ultra toothpaste. Created after years of research by Crest scientists, it's been specially formulated to target the millions of plaque bacteria around the gum line. Did you know that 80% of sensitivity starts at the gum line? Crest Gum Detoxify Ultra is also formulated to cool gums during and after brushing for a refreshing clean. Because if you're not taking care of your gums, you're not really taking care of your mouth. - Plaque bacteria can build up at the gum line, which can lead to issues like cavities, bad breath and gum disease. - Gum Detoxify Ultra neutralizes this harmful plaque bacteria for clinically proven healthier gums. - It's even powerful enough to help reverse gingivitis.