With 82 per cent of denture wearers expressing ‘all-day comfort’ as one of their greatest needs when choosing a fixative, Poligrip has identified a strong opportunity to encourage shoppers to trade up in the category with the launch of Poligrip Cushion & Comfort.

Available in a 40g tube, Poligrip Cushion & Comfort has unique technology. Its formulation expands to fill the gaps and provides a cushioning protective gel layer between both denture and gum, helping to prevent the discomfort that can be caused from wearing dentures. Its precision nozzle allows for a more precise application of adhesive while also allowing the correct amount to be applied without wastage or ooze.

Ben Court, Senior Brand Manager for Poligrip, comments: “More often than not, you find that focus is heavily weighted towards how well a product holds and how well it keeps food out. These are both hugely important factors, but when wearing dentures all day, rubbing can leave gums feeling sore and uncomfortable. Poligrip Cushion & Comfort addresses this issue and gives denture wearers peace of mind that not only do they have a strong and protective fixative, but one that will help keep their gums comfortable throughout the day.”

Product testing has shown Poligrip Cushion & Comfort to prove very popular among consumers, with 70 per cent preferring Poligrip Cushion & Comfort to their usual product, and 57 per cent of non-adhesive users preferring the feeling of wearing their dentures with Poligrip Cushion & Comfort to wearing their denture with no adhesive.

Poligrip Cushion & Comfort will be available in stores from February and will be supported by a high impact campaign spanning Digital Display, Social Media and in-store Advertising. RRPs: £3.60

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