Taste is excellent, not soft too strong. I love the soft, fluffy, light, airy, creamy texture. I used it for about 6 weeks until my teeth started looking dirty and shortly after that I got terrible sensitivity to air, heat, cold, touch, well everything hurt my teeth. So here is my story with sensitivity. I brushed too hard, too long, with sonic brushes that were too hard years ago. This made my teeth very sensitive and it was my fault. I bought Apagard Premio and used it 3 times a day and after a few days my sensitivity was gone. So Apagard solved my problem 3 years ago. All sensitivity went away for about 3 years until I tried this paste on the advice of doctors that everyone should use fluoride. I went back to Apaguard, will never use fluoride again, my teeth are white again after switching to Apaguard. I don't even know what it was that happened to me. I don't use a strong sonic brush, mostly I use a soft and thin brush like a makeup brush. Unless, of course, Crest comes out with a fluoride-free nanohydroxyapatite toothpaste. Damn, now I'm above it. Goodbye cross! You had your chance. This is a great price on Amazon compared to what I would buy in a store. It ended with a terrible toothache. I gave one to a friend (I bought 3 packs) so maybe she could use it. The same happened to her with sensitivity. My recommendation for people with hypersensitivity is to stay away from this toothpaste. I can send the third tube to my ex because he and I have never forgotten it.
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