Actisite

What a routine, huh?

Every time you get your teeth cleaned, your gums bleed big time. The dentist or hygienist warns you about plaque and tartar and losing your teeth, blah-blah-blah-blah-blah. You promise, you're going to take much better care of your teeth and gums.

A few mornings later, like a wise guy, you're already mumbling at the mirror with a mouthful of toothpaste: "Fur ged aboud it." "Fur ged aboud it?" What's to forget? You've got a real problem. Mumble this now: "Gingivitis."

The point here is that gingivitis bleeding, puffy gums can signal bigger problems down the road. Like shrinking gums.

Next you should know that those never-before-seen portions of teeth tend to get real ugly, real fast. And as teeth lose support, they begin twisting every which way. Eventually, they may fall out.

But gum disease doesn't doesn't have to turn out that way. The good news is it's reversible.

Most adults get gingivitis at some time or another. And marketers are putting their money where your mouth is.

On behalf of those of us who've routinely ignored our dentists and hygienists, dental product giants have started the Gingivitis Wars.

It could be time for you to enlist.

Why the flap over gums?

Gingivitis is caused by plaque. Brushing and flossing can remove most plaque, but what's left behind along the gum line can release bacteria and also turn into rock-hard tartar.

Toxins and tartar both irritate gum tissue. Irritated gum tissue can cause gum disease and eventually loss of teeth.

Now consider, as the Procter & Gamble Co. did recently, several facts pointing to one declining and one growing market:

While some kids have gingivitis, the condition mainly afflicts adults, especially after age 35. Conversely, while adults get cavities, the cavity-prone years are ages 5 to 19.

Population trends are shouting GINGIVITIS, not cavities. In 1970, 29.4% of Americans were aged 5 to 19, while only 17.7% were 25 to 40. In 1992, only 21% were 5 to 19, while 24.9% were 25 to 40.

Fluoridated water and toothpastes and teeth sealants have nearly put the kibosh on kids' cavities beginning in the 1950s. While 27% of 12-year-olds were cavity-free 20 years ago, some 42% were 10 years ago.

Adult toothlessness caused by cavities has been on the decline for years thanks, again, to fluoride while 75% of adults experience gingivitis at some point, according to P&G.

"Converging demographic and epidemiological trends over the past two decades suggest that a refocus or expansion of priorities is in order," according to a P&G research study.

Translation: Fight gingivitis, make more money.

Hence, new or newly promoted products like Crest Gum Care in which an old toothpaste ingredient makes a comeback as a newly useful gingivitis foe. To support the marketing of Crest Gum Care, a new toothpaste, P&G sponsored several scientific studies. All were published in the academic Journal of Clinical Dentistry.

Briefly:

Crest Gum Care is made with stannous fluoride, which was used in the original Crest some 40 years ago, but was dropped in the 1980s, partly because other fluorides blended more readily with taste enhancers.

But all along, lab jockeys showed stannous fluoride was better than other fluoride compounds at fighting gum-harming plaque bacteria, particularly deep inside the gums. Unfortunately, that potential fizzled after processing, for complicated chemical reasons.

A new, trademarked P&G formula stabilizes the extra gum-related benefits of stannous fluoride.

That's not to say Crest Gum Care is perfect.

It fights cavities and gingivitis, but leaves a film on teeth that other kinds of fluoride pastes don't, as P&G's own studies show. But this kind of plaque is not toxic, and the research shows that a dental hygienist only has to spend a few more minutes cleaning teeth to get rid of this film than would be the case of you used another fluoride toothpaste.

In package inserts, P&G suggests a way to manage the problem: Brush twice a day with Crest Gum Care and once a day with a tartar-control toothpaste.

As for the gingivitis benefits: A study at Indiana University-Indianapolis showed two versions of the stannous fluoride product reduced gum swelling over six months by a statistically significant 14.6% to 18.8% when compared with a sodium fluoride toothpaste.

Why the range?

The two versions contained different amounts of a preservative. The company won't say which version represents the final product. Meanwhile, gum bleeding declined by 20.2% to 30.5%.

These bleeding scores were considered clinically impressive, but statistically small potatoes. A second study came up with similar results.

Finally, Crest Gum Care may cost you about twice as much as some other toothpastes. Small, 2.5-ounce tubes (paste or gel) were priced at $2.25 at a Kohl's Food Store in suburban Madison recently, while a 5-ounce Arm & Hammer Tartar Control Dental Care commanded $2.29.

Conclusion: Coupons can be a factor in oral hygiene decisions, particularly on double-coupon days.

But P&G is not alone in the fight for your mouth. Another competitor is archrival Colgate-Palmolive Co.

According to a company statement, Colgate has asked the Food and Drug Administration for permission to make gum problem-fighting claims as it does in other countries for its 2-year-old Colgate Total, a toothpaste that contains an antibacterial ingredient called triclosan.

Meanwhile, a Colgate subsidiary already markets Viadent toothpaste and oral rinse as a two-part gingivitis attack.

The key to Viadent's effectiveness is a natural plant extract, sanguinaria, the active antibacterial ingredient. At least three peer-reviewed, university-based studies since 1989 have evaluated a regimen of brushing with Viadent toothpaste and rinsing with Viadent oral rinse.

Partly because of the regimen, the research can't be compared head-to-head with studies of Crest Gum Care, which didn't involve oral rinsing. But in short, research dentists showed that the Viadent products, when used together, significantly and safely fight plaque and gingivitis.

In addition to brushing and flossing, rinsing with an over-the-counter or prescription mouthwash can combat gingivitis.

The Journal of Clinical Periodontology found that Listerine, for instance, effectively inhibited the development of plaque and reduced gingivitis. There are also generic versions of Listerine.

Or your dentist may prescribe a strong prescription product containing chlorhexidine. According to the Journal of Dental Research, this seems to be the very best rinse ingredient in the war on plaque and gingivitis, although it causes (reversible) tooth staining. The two brands: Colgate's PerioGard and P&G's Peridex.

But there is more.

P&G, for instance, sells an antibiotic-impregnated thread that can help people with infected gums who don't respond sufficiently to standard gum therapy, which involves scraping tartar and plaque from above and below the gum line.

The prescription product, Actisite, resembles dental floss. A dentist or periodontist wraps it around your tooth near the gum line and pushes it into the infected pocket.

The thread remains in place for 10 days, releasing the antibiotic tetracycline.

The wrapping process takes about 8 to 10 minutes per tooth, according to studies.

Finally, don't avoid twice-annual cleanings at the dentist. While you're there, ask your dentist to advise you on what kind of toothpaste and mouthwash to use.

Copyright 1995
Provided by ProQuest Information and Learning Company. All rights Reserved.