The new Sensodyne® Expert toothbrush has been designed for people with sensitive teeth in India. The new brush design encompasses an intricate pattern unique to the brand which flows through the brush handle, becoming more prominent as a thumb grip area. This detail is also echoed in the tongue cleaner pad at the back of the head. The design embodies the newly emerging visual brand language (VBL) for Sensodyne® and shows how it can be subtly adapted for the Indian market and is a great example of the future vision for Sensodyne®. The VBL has been rebalanced through layering, colour and the introduction of a detailed pattern to allow for a more expressive design – specific to the Indian consumer, whilst still communicating the premium nature of the brand. The new toothbrush has been designed for people with sensitive teeth and provides a tool to deliver and apply the specialist toothpaste. Its soft scientifically crafted Cross Active bristles are up to 20x slimmer (vs regular flat trim bristles) to clean hard-to-reach areas and a tongue cleaner for cleaning of the tongue. The handle design has been ergonomically considered to ensure a better grip and better reach.