Dr James, 1m 43s:

What's up everybody? Welcome back to another webinar on the Dentists Who Invest platform where I'm super excited to be joined by the Steam team of something called S3 sensitivity. And this webinar is going to be a fun one for multiple reasons. Not least because the reason that I put this in that platform was when James and Coder on this webinar is going to actually make how it's like wow. This is really cool. And it kind of makes sense because uh not uh sort of near the end, but uh certain products like there. So it's like uh have been running on the shelf for a long time, and I can't imagine it means that much. And I I would imagine it's gonna be um over the last 20 years, uh, since I've been recommending calls. So it's interesting that just had been public size, and also leading off the fact that it feels things as well, how this can make practice more profitable, not just putting this uh a little bit significantly so I'm gonna be touching on that uh as the webinar goes on, and putting little bits in the long time. On top of that as well, if someone who's on this webinar tonight really likes this product and thinks that it's worthwhile, it is possibly to collaborate from the point of view of becoming an EIS investor and product more on that later. And then finally, one thing to wrap up the small the small matter of three interall camera within the scene. So somebody on this webinar tonight is gonna win a really, really, really nice intro all camera. We don't do things like that, we haven't got a proper nice one, so more details in that in the webinar project because we're gonna be talking about how someone can enter for that towards the end, so you definitely want to stay tuned on that one. As ever, you can claim your CPD for this episode within the official Dentists Who Invest Smart Money Members Club. Smart Money Members Club also includes multiple mini courses and webinar series on finance for dentists, including how to become as tax-efficient as possible, as well as understanding investing. All of this content counts as verifiable CPD, and you can download your certificates there and then on completion of each lesson. In addition to this, we also include a whopping 10% discount on your dental indemnity and a 5% discount on lab bills for dental principals, amongst other perks and discounts for members. Please use the link in the description to claim your verifiable CPD for this episode. Anyway, guys, I'm gonna do less talking rather than more. I'm gonna pass the mic over to you. James, have I done everything justice? What do you think about everything that we said so far?

James Mishreki, 4m 20s:

Yeah, yeah. Thank you for the kind words and yeah, I'm excited to kick off and share what we're uh what we're building.

Dr James, 4m 29s:

Excellent. Well, the stage is yours. Guys, we're all ears.

Ryan, 4m 33s:

Awesome. Yeah, thank you, James. And evening all. Thanks for joining us this evening. Uh, we're super excited to be sharing uh a lot of information today about something we've been working on for the last two years and what we see as a true breakthrough within sensitive care. Uh so my name is Ryan Hale. I'm the CEO and co-founder of S3 Sensitivity Science. I'm joined today by my colleagues that we'll all introduce in just a moment. So we've got two parts for you this evening. Um firstly to kind of dive deep into what we've been working on for the last two years. Uh, and then thirdly, and secondly, as James mentioned, uh, to talk through the opportunity to get involved from an exclusive EIS dentist investment perspective. So I'd love to introduce you to our fabulous team here at S3 Sensitivity Science. Uh kicking off with Mick.

Mick, 5m 33s:

Yeah, evening everybody. My name's Mick Cox. Um, I've worked in the sort of sensitivity arena, I suppose, for the best part of the last 20 years, including running the Global Sensodyne brand for seven or eight years of that. Um, and I guess my role fundamentally is sort of representing almost the consumer or the patient in uh in this program.

David, 5m 55s:

Hi, everybody. I'm Dr. David Erkart. Um, and I spent 14 years working in oral care across GSK and now Halion. And I was honored to be the lead of global RD for Sensodyne for three years, working alongside Mick. Um, and now I'm offering advice on development and ways of proving and ways of testing so that we can bring you the evidence of this wonderful new product.

Majedeh, 6m 25s:

Hi everyone, I'm Majade. I'm the head of MPD here at S3. Um, I've worked with uh Mick and David in our past life at GSK. I was the former RD lead of Aquafresh, and I am the formulator and the inventor behind the patent pending triple action technology of the formulation. I'm here to answer any formulation questions you might have.

Ryan, 6m 49s:

Amazing. Thank you, much. Uh yeah, so my name's Ryan. I've been working in oral care for the last four years, uh, building a business called Live Supplies, which was introduced as the UK's first refillable toothpaste brand.

James Mishreki, 7m 3s:

Hey everyone, I'm James Mishrecki, a co-founder here at S3. Um I previously built uh a business which I'm still the chairman of um called Skin Me, which is a personalized dermatology platform in the UK that's treated uh millions of patients so far in the UK. And we've built from uh zero to 70 million pounds in revenue in recent years. Uh, I've also been working with Ryan on the life supplies brand uh in oral care over the last few years.

Serena, 7m 30s:

Hi everyone, my name's Serena. I'm a dental advisor for S3. Um, I've been a dentist since 2016. I'm a general and cosmetic dentist based in central London, and yeah, really excited to be here. And thank you to S3 for having me.

Ryan, 7m 44s:

Awesome. Thanks everyone. And unfortunately, Victoria Sampson can't join us today, but she's also been instrumental in our early journey at S3. So I'd love to give her a shout out this evening.

Mick, 7m 59s:

Okay, well, look, this first slide is really a bit of a scene setter, and it's not really telling you that much that you don't really know. Um, but it's really just to emphasize that this condition is a big one. All right. There's, you know, about, we reckon about a third of the population, the adult population suffer from sensitivity. And there is some evidence that that's growing with acidic diets and whitening treatments and that type of thing. And interestingly, probably only in the region of one in three of those who actually have the condition are actually treating it at the moment. And those that are, some of them uh, you know, you obviously using um toothpaste that are available on the market, but they tend to see, you know, inconsistent results. And you probably get that coming into your surgeries. You know, there's some products that work really well for some people, some that work intermittently. And that's really means that people are uh to a certain extent either hopping between brands at times to find out what works, and also using avoidance techniques, you know, avoiding hot and cold drinks, using straws, or just eating on one side of their mouth, et cetera, et cetera.

Ryan, 9m 7s:

Thanks, Mick. And yeah, what really stood out to us as a team at S3 is not only how prevalent the condition of sensitivity is worldwide, but actually how shortcomings and many of the solutions are available today. And we completed a survey of over 450 sensitive consumers and found that up to 75% don't get complete relief with options available in the supermarket today. And to be honest, that's exactly the problem that we as a founding team at S3 are solving with S3 sensitivity science and our triple active breakthrough technology that we're so excited to talk through today.

Mick, 9m 51s:

And I guess that brings us on to you know, what are the solutions out there in the market today? Well, if we start on the left-hand side of the uh, you know, of the slide, I mean, obviously potassium has been a solution for sensitive teeth for for many, many decades now. And it obviously goes down the tubule and calms the nerve. And then in the in the uh you know, in the 2000s, we then had bioglass coming in and from a sensodyme pot we all just lost Nick.

Ryan, 10m 29s:

Yeah, I think Nick might have been kicked.

Dr James, 10m 32s:

I think we lost Nick by the signs of it, but if anybody else can jump in. Hello, I'm here, I'm back, am I back? I don't know.

Mick, 10m 38s:

Suddenly the screen went uh went black. Apologies. Yeah. Yeah, I just think fantastic. I was then just saying in the in the 2000s, then bioglass came in, novamin being the uh the ingredient that Sensodyne used, but then there was also ProArgin. And those bioglass and proargin, they were an occluding technology, so they obviously were to sort of block the tubule using laymen's language. Um, but I guess not that has much has changed over the last sort of 15 years, and there really has not been any major developments in the area. We can just click on the next slide, Ryan, please. And I guess that really comes back to something that me and David talked about a lot when we were at Sensodyne, because it seems that we've got this potassium solution that comes inerve, and we've got these occluding um solutions. Why can't we combine those to actually give the best of best of um of all worlds? Now, for sensodyne, that was a challenge because of the nature of their novamine formulation needs to be in a non-aqueous um uh base, and that has a problem to actually have uh have potassium in it. But the opportunity now, I think, and this is what really, really excites me about this this program, is the ability to be able to combine both of these actions in one toothpaste. And there's a lot of evidence out there today that actually doing that is going to give significantly better results to our consumers and our patients. So for those people that maybe you know are getting a better reaction to potassium at the moment, or some maybe are getting a better reaction to to occlusion, but there are some that clearly are really under under met in terms of their uh uh the solution. So this is what excites me. We're bringing these two together. And I think Ryan, you're gonna talk a bit more about the uh the formulation.

Ryan, 12m 28s:

Amazing. Yeah, thank you, Mick. And yeah, just coming back to that 75% stat, that really is what kind of kept us going through 18 months and 31 iterations to get to our end product, which we're proud to introduce as S3 repair technology, uh patent pending technology that combines the three things that sensitive teeth need in one single formula. And it's not something that's been done before, but the way we're approaching this is to directly calm sensitive areas using that potassium nitrate ingredient, and then combining two different forms of hydroxyapatite, one that penetrates deep into the tubules to plug those uh gaps, uh, and then one that forms a protective layer around the tooth surface. And this clever biometic technology um also releases uh calcium through the day as your mouth gets into like more acidic environment. So it's releasing that protection at the exact moments where where your teeth and your animal need it, need it most. Um we, of course, also include fluoride at 1450 ppm. And um, yeah, we're really excited to be uh introducing this formula to you uh this afternoon. Um you're the first uh professional group introduced to S3 repair technology. So over the last 12 months in particular, uh of course, one thing is the kind of ingredient science and the uh theory behind making this formula possible. Um but the second, of course, is the evidence that we compound every step of the way to demonstrate that we're bringing something to market truly superior to what we see today. And one one thing we did very early on was to partner with the University of Reding and we partnered with them on two studies, and this is the first one, um, which was to treat an exposed uh enamel, um, exposed dentine with uh censodyne repair and protect, the hero occluding uh toothpaste versus S3 and our S3 repair technology uh ingredients. Um as you can see through the exact same treatment, sensodyne um left many tubules exposed on that tooth surface, um, whereas S3 and our repair technology sealed all tubules on that dentine surface. And we're really excited to introduce a further um research with the University of Reading, which refers to the ingredient makeup on that um tooth surface. So, what we did is we compared the makeup of S3 technology and the ingredients that it deposits on the tooth versus centidyne repair and protect. And we did this through an EDX elemental analysis, which is essentially like a fingerprint of the ingredients that we're um depositing onto that tooth surface. And we found two really interesting things. Firstly, we found that we're depositing three times more calcium and phosphorus than centidyne repair and protect. And these are the exact ingredients that help form um or make up hydroxyapatite on that tooth surface. Um, but second, and what was uh really interesting is that the ingredients that we're depositing on that tooth surface are almost identical to the natural pure hydroxyapatite, which has a 1.67 molar ratio, and the ingredients that we're depositing are 1.6. So not only are we depositing three times more, but we're also depositing the exact makeup and mimic of what your tooth needs. And I think as we all know, it's one thing to do those um tests in a lab, the other is to give it to consumers that are feeling the pain of sensitivity every single day. So every single formulation that came through our lab, all of those iterations, went into the hands of sensitivity users to make sure that we were getting the right doses and the right chemistry into our formula to give superior relief to what's out there today. And we're really proud that 87% of existing sensitive toothpaste users saw an improvement within seven days of using S3 sensitivity sites. And just some of the call-out quotes there on the right really made us proud when we started to get this feedback. Um the one that I like in particular is starting to notice the difference about one week in really enjoying it fresh, it makes my tooth feel so smooth and clean. And that smoothness is that bimimetic hat layer which is deposited on that tooth surface, and it almost creates like a um like an invisible shield around that tooth surface, and it creates this lovely smoothness to the tooth as you build back up that um that enamel.

James Mishreki, 17m 32s:

Okay, guys. Yeah, so we're um thanks for sharing all that info on the the product and the background, uh Ryan. It's been yeah, quite a journey for us today to get at this point, but um something that we're very um eager to do, and some of we've agreed with uh uh our board of directors, is to share an opportunity for um the dentists in the dentist who invest community to become uh early shareholders um in S3 in order to basically back our journey and be involved in our journey. So I'd love to take you uh take you through our thinking here. So I guess just to uh just to start, when it comes to um uh having the right market context and ingredients in order for us to build a really meaningful, impactful brand that is gonna um you know dramatically uh you know influence the sensitive decipherers out there who aren't getting complete relief. It's important that the market is big enough so that we can raise capital, build the right team, invest in evidence, educate dentists and reach more patients faster. And so this really shows where the oral care market in general is heading. Uh, and that's because of aging population, uh, a shift from basic hygiene, more to prevention, and also premiumization that's happening in the category. But what's really um what's really fascinating for us and something that we noticed very early on is the rate at which the sensitive toothpaste category is growing in comparison to the mass market toothpaste category. And it's throwing nearly three times faster. Um, and you know, that's you know, to due to those factors I just mentioned, um, and an increasing rate of um the current prevalence of sensitivity. And so it really sets us up in order to build a meaningful, uh, a meaningful brand and have have a big impact. Okay, so this um this basically shows you what our plan is when it comes to um expanding the S3 product range over time. I would say the number one word that we keep front of mind day-to-day in our company is focus. We want to be known very well for one thing, and that is our S3 technology. And that is basically the core of what our brand is going to be built around. And so phase one really is just us heavily investing in um in scaling the daily regime, which is our daily sensitive toothpaste, and also an optional leave-on sensitivity serum that we've been developing. And really, that is our you know, our core focus that we're channeling most of our uh marketing to and our consumers to. And then as we build out our brand recognition and awareness, then phase two is moving into secondary benefits. And you know, you may know just how popular the um Sensine whitening products are. In fact, they make up around a third of their sales, and that really just shows how moving into adjacent secondary benefit categories can really widen the impact of a brand. And then in phase three, once we've we, you know, once we've done that, we'll be moving into new subcategories of oral care, including electric. Okay, so what we're planning in terms of taking S3 to market is to combine the two real skill sets that we have in our business. We feel like we've got a very rare team combination in that we've got the most experienced people you can possibly find in sensitivity that basically builds and led RD and the commercial growth of Sensodyne, you know, alongside consumer brand builders that have taken brands from nothing into hundreds of millions in revenue. And so you can see here what we're combining, which is the dental recommendation um channel, which uh is incredibly important to us because that drives authenticity and trust in the market. And that's been incredibly successful for Sensodyne. They get um uh 35% conversion rate from trial to purchase and uh, you know, specific knowledge that we have in performance marketing, which is basically building marketing funnels direct to consumer online um in order to build repeat purchase and subscription revenue. From that, we'll be building that base through the dental channel and through direct to consumer online, and then we'll be leveraging that experience to take it into retail. That's something that we've done in my previous company in Skin and Me. We spent the early years building up Dire to Consumer. Many people suggested that we start in retail, but we always felt like if we build up that direct-to-consumer revenue, we then have leverage to go into retail. And so that's why if you go into a booth in the UK, you'll see Skin and Me there. So this really speaks to what I spoke about when it came to the market slides and the business opportunity. You know, if I compare our experience at Skin and Me, you know, we get letters every day from consumers. Um, but this is the personalized dermatology brand that I started telling us that we've changed their life. Um, but we're just in the UK. Now, the really exciting thing about S3 is that we're not constrained by geography. You know, toothpaste can be shipped uh internationally. Uh, and toothpaste is a non-discretionary category. People need to brush their teeth. In my previous business, which is um scale from 0 to 70 million pounds in revenue, that is um, you know, that is very much a discretionary category. And so, you know, this is what we're good at. We're good at laying the foundations for scale in the early days, putting the building blocks in place, and enabling the business to take um the fastest possible route to scale. And this ultimately enables us to get our products and technology in the hands of as many dentists and sufferers um as possible as possible at scale. What's really appealing about um the way that we've designed the product portfolio also at S3 is that the products do have a reasonably strong gross margin, which means we can reinvest that capital into growing the. The marketing engine, and that can ultimately get us up this trajectory as quick as possible.

Ryan, 23m 50s:

Awesome. And yeah, I guess one thing that we've been interested to do since the start of S3 is to involve dentists every step of the way. And so Serena's joining us on this call today. And you know, Serena's been a great partner to us every step of the way in terms of helping us make decisions around things like RDA and flavor profile and the type of things that we should be working towards to really make a difference in the patient's life. And it all comes back to that kind of 75% number that we um showed earlier. And working with Serena has really inspired us to think bigger in terms of how we can involve dentists into S3 as a brand. So, firstly, like why? Well, it's clear that dentists are uniquely positioned to shape the business from its earliest form in the exact same way that Serena's been able to do on our launch couple of products, extending that about ways that we should think about future research and development and innovation and products that we bring to market, as well as how we should behave and develop as a brand. And secondly, as James mentioned with his journey at Skin and Me, it's a genuine, like rare opportunity to create value for the people who define the category. And that's something that's really important to us, which is why we've also thought about how bringing dentists into the brand business is so important to offer something back by way of commitment. Like ultimately, we want to build a brand that everyone on this call and everyone within the industry can be super proud to be a part of. And so, as part of investing into S3 sensitivity science, you would become an exclusive dental partner that includes annual dentist-only advisory meetings where you get to shape the exact trajectory of the business into input to things like product development, get early access to new launches, and then also some um like investor perks, such as practice exclusive pricing to support profitability of your practices, where we essentially give um a discount at cost for the first 12 months to support um the distribution of S3 sensitivity science into your patients. Understanding that a lot of people that we um interact with in our early days at Live Supply uh at S3 Sensitivity Science won't necessarily be meeting us online, and the best way to meet them will be in the in the practices. And finally, uh, we, as you've already seen through the slides, take research and development very seriously for S3 sensitivity science. And that's something that we're going to touch on in just the next slide. Um, but we're keen to commit a portion of annual revenue into research and clinical evidence that you as shareholders into the business would help us decide where that goes. You know, should it be a head-to-head clinical trial? Should it be um a different form of uh consumer test? Um, you know, we really want to be shaping those decisions together as genuine partners. Um so with that in mind, um, we'd love to share the kind of short-term look for Asteroid sensitivity science because uh this investment will support the very foundation of building this business. Um, so first supporting early product development. So we've got our hero product set to launch uh later this year, and our follow-on products, which will include a whitening SKU, a sensitivity serum, and the wider range, will be of direct benefit from this early shaping investment. Um, secondly, we're building on the studies that I shared earlier in this deck. So we've done those three already. We have one um in progress at the moment, which is a larger scale consumer panel test. And later this year, we want to do a head-to-head clinical study versus a center dyne. And then thirdly, is that initial distribution piece. So for us as an early stage business, the opportunity to invest into distribution and get the hands, get the product of S3 into professional channels is something that's going to be really important for our early credibility and something that we're super excited um to have your support on.

James Mishreki, 28m 9s:

Yeah, okay. So I guess just to summarize everyone, why um we think this could be an interesting investment opportunity for you is, you know, obviously nothing is more important in uh a new consumer business other than team and product. That's all it comes down to, essentially. And in our case, given our experience in building um um you know a scalable consumer brand, we know that the important thing on day one is to lay what we call unfair advantages in our foundations. And so for us, that was how do we pull together the right um experts with deep professional background in sensitivity um uh you know, and ultimately work together with them in order to create defensible, superior, patentable technology that um that that delivers a better patient outcomes. And so really, I think they are ultimately the strongest components of of what we have here at um at S3 Sensitivity Science. Um and um a bit like I spoke about on the market slide, we are also in a very appealing category in terms of it being the sensitivity subcategory of oral care that set us up in order to build a scalable business, i.e., the gross margin level, which is important for us to reinvest in marketing and start building the number of um uh consumers that we can reach as quickly as possible, and our ability to position the brand in a premium segment of the market. One thing to also keep in mind is that um we actually have been um trading for the last few years already as an oral care brand called Life Supplies. It's a refillable oral care business and it's just online, but that is part of this entity that any investors that invest in S3 sensitivity signs and also gain access to. So uh the business is already revenue generating. And I think, you know, we just wanted to show this graph to communicate the speed at which Skin Me grew just in the UK, um, which is pretty rare for a new consumer brand in the UK to create this much value in just a few years in the UK alone. And one thing that, if I'm completely honest, that I do quite regret in the early days of Skin and Me is the fact that we only got three dermatologists involved before we launched the business. They're fantastic um consultant dermatologists and they they helped us shape our early decisions. Um, but beyond those individuals as shareholders, we then raised money from venture capitalists. And um, you know, I do wish we'd widened the net because there are no more important shareholders in the skincare business than dermatologists and in S3 than dentists. And so it's um yeah, it's really important for us to be opening up the investment opportunity to dentists to really back our journey and much to Ryan's point, become co-owners and support those key RD decisions and other decisions we have to make. Um, we have spoken to our board and agreed specifically for the this this dental community to a uh 40% discount to what uh existing investors paid uh because of the value that dentists can bring. So, yeah, we're look incredibly excited at um the opportunity. Um do drop uh you know any questions you might have in in the chat window, um, and we'd love to answer those. And yeah, maybe just jump to the next slide, Ryan. Yeah, one of the benefits to uh investing in this round is that it does qualify under the HMRC's EIS, the Enterprise Investment Scheme. So what that means is uh if you invest um capital through into an EIS company, you get 30% back as an income tax break uh right away. And then the other fantastic benefit is there is no CGT, there's no capital gains tax, which is typically 24%. And so you not only de-risk your initial investment, you also get no capital, like complete capital gains relief on exit. And there's also downside protection um in AIS companies where there's where there's loss relief. Okay, so that was most of what we wanted to run through, everyone. Uh hopefully that was helpful. Um we can, for anyone interested, share our um our summary and pitch tech after the call. Um But yeah, what we'd um what we'd love to do is the next step is go into Q ⁇ A in just a moment. Uh we do also have the prize draw, which I I know uh I'm sure most of you will want to enter. And uh after after this um Zoom meeting, we'll then open a window of the next couple of weeks in order to give people the opportunity to ask follow-up questions and so on. And then we'll open up the investment opportunity. We've partnered with a company, uh UK company called Odin, um, which lots of um well-respected startups in the UK use. They're an S FCA regulated uh entity, and that's who will be handling the uh the investment. And yeah, we can of course answer any detailed questions that you might have about that afterwards. And yeah, beyond that, then we allocate the shareholding to everyone, and we we really get moving and deploy the funds that have been raised to um to execute on product development and production.

Dr James, 33m 29s:

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Ryan, 35m 20s:

Amazing. Thanks, James. So um, yeah, if everyone would love to scan this QR code, I think uh James is also going to drop uh a link in as well. You'll be taken to a typeform to uh enter into that prize draw as well as a few other questions. Um and what we'll do is we'll move on to a QA now. So thank you for everyone that shared a few questions coming into the session with the type form that we shared the other day. Um we'll go through those first. And then if you do have any other questions, please do uh pop them in the chat and we'll work through them live as well. Uh, but just wanted to say before we do jump into the QA, uh, thank you very much for joining this session. It's incredibly exciting to be at this point after over two years working on this um innovation to bring it to market and uh to be able to present to the industry this afternoon. So thank you for joining the webinar.

Dr James, 36m 13s:

And you know what? Can I just jump in on that, Ryan? Um I want to say thank you to you you guys as well. Uh not just Ryan and James and everybody on this webinar, but your whole team who have been working behind the scenes to make this possible. Uh, and what I mean by that is not just this webinar this evening, but the product itself. Uh, because I think that industry, dentists know themselves that the the product that you mentioned there earlier, Sensina, has been around for so long. It must be due to a shake up. Like, come on, you know, that was I I've been recommending that since I came out of dental school, and that was over 10 years ago when I was clinical. Uh, so thank you to you guys on that front, and also thank you for sharing your wisdom and knowledge. I'm gonna lead a clap uh on behalf of everybody here in this webinar uh tonight uh for you guys giving up your time and everything along those lines. And just to reiterate what Ryan was saying, we do have some questions that people sent in beforehand that they were itching to know about whenever it came to S3 sensitivity. If anybody in this webinar would like to ask any questions, just a case of putting them in the chat or sending me a private message, either is fine, and I'll read them out and anonymize them if they're private, of course, and we'll be able to get some answers and some hot takes to those questions tonight this very evening. And one thing, one thing I was gonna say was uh anybody, just to reiterate what Ryan was saying a second ago, um anybody who does want to enter into the intra-ora camera draw, all you've got to do is just scan this QR code on the screen right now, or in addition, or or or should you so wish if it's not convenient to scan the code, there is a link in the chat just there which has been posted by Cherry. So what that will allow you to do is enter your details in for that prize draw. We're gonna be closing that later on this evening. So certainly something that you want to jump on if you do wish to be a part of that, and then we're gonna be announcing that over the course of the next few days. We're gonna be closing it, this particular link, on this webinar call this very evening. So definitely, as I was saying, if you do want that, definitely something to jump on. And now, without any further ado, let's jump into the questions. I believe there were some questions that came in beforehand, Ryan. You were seeing earlier. So we want to do uh what our rightful duty and uh you know honor those questions first of all, because first come, first serve, and they did get their nose in first. And we'll do, I see there's some questions coming in thick and fast there in the chat, which is great to see. Uh, we'll do our best to get through as many of those as we can. We do like to keep these webinars to about 50 minutes or so. Uh, so definitely if you want to ask some questions, go ahead and get them in right now, and then we'll endeavor to do our best to answer all of those. Anyway, Ryan, I think it's best to kick things off with those questions that were popped in beforehand as we were saying a second ago. Awesome.

Ryan, 38m 57s:

Yeah. So, yeah, firstly, thanks for everyone that contributed a few questions coming into the session, keen to get through all of them, plus the live ones. Uh, so we'll kick off with some formal aging questions that came through. Uh, David, I'm gonna pass this first one over to yourself, uh, which was a very good question, which was why did we choose hydroxyapatite as the occluding agent?

David, 39m 21s:

It is a very good question because there's a lot of things out there now. As I said, um essentially, if you think about it, hydroxyapatite is the material that enamel is made from. Yeah, so traditionally the thing that protects dentin is enamel, it's the hardest thing in the body. It's harder than nails, it's harder than bones. So obviously, that's what you're trying to create, the natural protector of teeth. What you'll see is, and I know myself with the RD lead for synthydyne, I launched novamine, which is a bioglass, and you'll see lots of people trying to go down the roots of bioglasses or even aerogels now in various different ways. And what you're doing there is you're introducing calcium and phosphate and you're forming a micro area where you can then build hydroxyapatite. But even in the best of those, there is a weakness to them. The brilliant thing is over time, if you allow them to develop, they will build hydroxyapatite. And that hydroxyapatite will protect the two. But because it's a bioglass, it'll be fused in. The weakness with them is that actually it takes eight hours for that to that maturation process to take place, and you have to maintain a remineralization in the mouth. And what you'll know as dentists is if I take a drink of orange juice, then I'm demineralizing, and I reverse that whole process. So the issue with putting in a bioglass is always it works brilliantly, provided your patient isn't isn't taking swigs of orange juice or eating fruit or doing whatever over the next eight hours. Now, to design something that works for everybody, there's a really nice blend of nanohydroxyapatite and biomimetic. The nano, remember, the the holes in your dentin are about a tenth the width of a human hair.

unknown, 41m 7s:

Yeah.

David, 41m 8s:

So having a nanohydroxyapatite allows it to penetrate deep into the it deep into the tubule and therefore gives you protection straight away. You then form the biomimetic layer over the top, which acts as a source so that when you have acid, that will that will demineralize, but it will reduce calcium and phosphate, and the nanohydroxyapatite in the tubule will be protected and still last. So, what I would say is if you want to build hydroxyapatite, the quickest way to get there is to add hydroxyapatite, but you've got to add it in the right way so you can get into the tubule and form a reservoir over the top, and that's the blend that we've got.

Dr James, 41m 50s:

Thanks, David. That's really thanks for that. Can I just say one thing? I I remember saying to you guys beforehand that Dennis love the technical side of things and the science, uh, so be prepared for some questions on that front. So we we weren't disappointed, and that's brilliant, and obviously, really great to have one of the scientists who knows his stuff uh on that front in the webinar tonight to talk about those things because we we do find that interesting. We do geek out on teeth a little bit as Dennis. Anyway, I just wanted to say that that was it.

Ryan, 42m 15s:

Awesome. Yeah, thank you, James, and and thanks, David, as well. Um, so Madge, I'm gonna send the next couple of questions your way. Um, there was one also related to the hydroxyapatites we've used. This question's asked, how did we decide on the percentage to be included in the formulation?

Majedeh, 42m 34s:

Yeah, so um thank you for that, Ryan. Uh we did an extensive rich literature review and we found out that there was an optimum level to the nanohydroxyapatite that was used to um uh show superior um micro um acid erosion um study results to um bioactive glass and um also amorphous calcium phosphate. Um, so we used that optimal level for the nanohydroxyapatite. Um, equally for the um biomimetic hydroxyapatite, um, which um does mimic the physiological composition of your teeth, um we found uh a very good um in vivo study that showed 80% reduction in sensitivity using the the uh the optimal level. So we did extensive research. Um we also um ran a an SEM study. So we did um scanning at electromicroscopy, which you've seen the images of, um, and we saw that um within 24 hours um after treatment when we um uh when we uh screened the um the dentine surface, we saw 100% occlusion of the of the tubule. So that gives us gave us extra confidence. And of course, um as Ryan said earlier, we ran a study that showed 87% reductions in sensitivity as well. Um so we ran some studies quite early on and and and as well as doing the literature uh research.

Ryan, 43m 55s:

Awesome. Thank you, Marj. And uh sticking with you, another couple of good ones here. Um is this product well suited to someone with periodontal disease?

Majedeh, 44m 9s:

Well, actually, yes, because it contains um an ingredient which is a blend of glycols and polyoles. Um and specifically, it has a uh an ingredient which is called um um 5-O-cyon um, and it um provides the antibacterial benefits um on par with triclosan, actually, and and it has shown to reduce the um uh P. dingivalis pathogen in the mouth um and therefore um helping with preventing uh dingivitis. So it can be used um absolutely for that um benefit as well.

Ryan, 44m 43s:

Awesome. Uh and there was one asking on whether this can be used by children, and if yes, what age group?

Majedeh, 44m 54s:

Well, the age group is 12, uh, sorry, six and above, because we are using fluoride at 1450 ppm. So it would be um six and above.

Ryan, 45m 3s:

Awesome. And then yeah, I think the final one your side for the pre-questions was what is the mechanism of the reminerization in this two phase?

Majedeh, 45m 15s:

Yeah, so the minerization uh is very much carried out by the hydroxyapatide as well as the um fluoride that we have from the monofluorophosphate. Um, so as David said earlier, uh we have effectively um provided the formulation with two types of hydroxyapatide. Um, one which is a crystalline format, it is rod shaped, so it is mimicking the same morphology and shape of. Of the crystallines that we see in the enamel. And so it has a high affinity for the enamel, and within minutes it absorbs onto the enamel surface. So that provides reminiscing of the enamel. We also have the biomimetic technology, which under when the pH of the mouth drops below five and a half, so after you've eaten or drank something, it releases calcium. And so you have the biomimetic cap releasing calcium throughout the day on demand, really, as the pH drops. And generally within the saliva, you have effectively a reservoir of hydroxyapatide which can help with further crystal growth of the hydroxyapatide on the enamel. And we have, of course, fluoride, which we know that it undergoes a chemical interaction with the hydroxide in the hydroxyapatite in your enamel to provide you with fluoroapatide. So yeah, that's the three different uh ways that we are reminiscing the enamel.

Dr James, 46m 57s:

For people who have joined us a little later or may not have heard earlier, if you want to enter the competition for the free entry oil camera that we were talking, we were referring to uh just a moment ago, feel free to go ahead and scan the QR code that's on the screen right now. And like I say, we're gonna call time on this particular link uh by midnight this evening. So if you are interested in that, definitely uh a good thing to do before this webinar is over. Anyway, we've got some questions in the chat. They're coming in thick and fast, uh, which is great to see, lots of enthusiasm, which I think is wonderful. Uh, we're gonna endeavor to get through as many of these as we can. Like I say, we do like to keep these webinars to about 15 minutes, and that gives us 14 minutes. Let's see what we can do. Okay, we have answered some of these in the pre-questions, or at least I think we have anyway. Uh, so let's go ahead and rattle through these. Adele Bronk Adele Bronkhurst, shout out to Adele, asks, will I think we answered this so far, will this be SLS free, thus non-forming?

Ryan, 47m 54s:

Yeah, good question. Uh so I'll hand over to Madge on the specifics. But uh, yes, we are proudly SLS free. Uh, it was a very important criteria for us as a sensitive brand due to the irritation that SLS can can cause within the mouth. Um so we're proud to be SLS free. We're even more proud to have still been able to produce a magical creamy foam, which I'll um I'll let Madge talk through exactly how she's done that.

Majedeh, 48m 20s:

Yeah, absolutely. So we have a blend of sodium laurel sarcosinate and cocomeda proper betane, and it is in at a magic ratio to provide you with a very lovely, rich and creamy foam. And so um it is foaming, it is, I would say, uh medium foam volume and a good quality of foam.

Dr James, 48m 42s:

Great, thank you for that. Brilliant. So hopefully that answers your question, Adele. Uh Adele also asks, will this be suitable for children? I think we covered that.

Majedeh, 48m 51s:

Yep.

Dr James, 48m 52s:

Did we? And what were the headlines on that one again? Just to just to remind everybody.

Majedeh, 48m 58s:

So it's um above six years old. Um, it's suitable, and um the f uh the fluoride is in at 1450 ppm.

Dr James, 49m 6s:

Great stuff. Uh oh yeah, and you've just answered the fluoride content question as well, which is coming in after that. Wonderful. All right, how Halima, shout out to Halima. Halima asks, how soon can patients see uh results? I think that word is. It's just getting relief, I beg your pardon, from sensitivity.

Ryan, 49m 27s:

Awesome. Yeah, thank you for the question. Um, yeah, I guess like similar to how I guess you all see patients day-to-day encounter sensitivity and respond differently to different treatments. Um the the response time does vary. Um, the 87% improvement stats comes from a seven-day time point. Uh, but within that window, we saw uh some people get relief within that first one to three day period. Um, the magical thing really about using nanohydroxyapsides and occluder is that it does work from that first brush. And the SEM data that we showed um head-to-head versus centerline repair and protect um shows that after just one brush on the tooth surface. Um so we do start filling in um and repairing the tubules from that first brush. Um, but ultimately the um the benefit of using S3 does compound over time, uh, not just in the short term to give relief over seven days, but also in the long term to give long-term oral health benefits.

Dr James, 50m 32s:

Wonderful. Thank you for that. Halima, do let us know if that answers your question and same to Adele as well. Another question from Adele: Do you have the abrasiveness index or does the product itself counteract the abrasiveness?

Ryan, 50m 47s:

Yeah, so um we just to clarify by abrasiveness index, we're referring to the RDA measure.

Dr James, 50m 55s:

Uh Adele, maybe you might like to clarify that. I'm assuming I'm assuming there's some sort of metric that uh people quantify abrasiveness on your teeth. Um, but you know what? It why don't we roll with that one for the Yeah, yeah, yeah, of course.

Ryan, 51m 8s:

Um so we've formulated the um the toothpaste in line with uh a 45 RDA, um, which we found to be a good blend of giving the the cleaning action required to of course like remove surface stains, um remove the plaque, but also being gentle on that tooth surface to um prevent any kind of further um like enamel wear and causing any further sensitivity.

Dr James, 51m 38s:

Great stuff. Uh like I was saying earlier, Adele, do let us know if that is helpful by way of answering your question and if that was the specific index, I guess, that you're referring to. Halima, another question from Halima. Would this not be suitable for patients that are undergoing tooth whitening due to the occlusive preagent?

Ryan, 51m 56s:

Yeah, that's a really good question. And uh I'll pass over to uh like David to add any colour to this. Um but uh but yeah, we have seen uh the toothpaste work really well for all kinds of sensitivity because not only do you have that like hydroxyapatite layer um going across, but also the potassium nitrate which can get in and soothe sensitivity. Uh David, I don't know if you have anything to add from the technical side.

David, 52m 23s:

Yeah, I I'd just say uh you have to be a little bit careful. Um this will, if there's if there's open tubules, it will occlude and therefore help. There is some some data that with whitening you get a transient sensitivity that's caused via a different mechanism, which it which won't be aided by occlusion, but that will usually go away within a few days anyway. So it's much more important to to I would say to treat with the sensitivity toothpaste. And we know that consumers will go, will look for sensitive toothpaste if they are whitening naturally, and this would be a great one to go to.

Dr James, 53m 4s:

Very nice. Thank you, everyone. Next question from Daniel. In a growing world world, okay, this is an interesting one because this is a little bit of a controversial one. Uh, but I'll be interested to hear you guys answering this one. In a growing world of fluoride phobia patients amongst certain patients, would there be any plan for a product emitting a fluoride content but still providing the same results with regards to sensitivity?

Ryan, 53m 27s:

Yeah, I think this is a lovely question. Um, I guess we've taken the like conscious decision to formulate with fluorides um as a starting point for S3 sensitivity science, because we are truly led by the evidence on what we believe is genuinely best for patients. And today that evidence, in our opinion, points resoundingly towards the inclusion of fluorides in our toothpaste. Um, but I think part of the amazing thing about not only how trends evolve, but also like if we were to um work together with an engaged group of dentists, this is the exact kind of decision point that invariably we are going to look at at some point in time as a business. And having a panel of dentists engaged with with S3 sensitivity science and genuinely interested in shaping the direction of key decisions we make. This is a great example of one that we would want to be talking to to the industry about. Um but yeah, for for today, um, we're we're very happy with that decision on on leading with with fluoride in our formulas.

Dr James, 54m 37s:

Nice. Anybody got anything to add on that one or pretty happy? David?

David, 54m 44s:

Yeah, you just have to remember that just because someone is primarily leading and feeling sensitive, that doesn't mean they're exempt from caries. Yeah. So if they're brushing twice a day with a toothpaste, you want that toothpaste to also be able to combat caries. And that's why we've made the decision based on the data with fluoride today. Obviously, if we had another way that consumers were aligned to that didn't involve fluoride and could reduce caries, then that's something you could consider in the future. But today, you what we didn't want to do was deliver you beautiful sensitivity management whilst watching you catch caries next time you go to the go to the dentist.

Dr James, 55m 26s:

Lovely job, Lee. Thank you so much, David and Ryan. Final question, and then we are coming up to time. Uh guys, so just heads up on that one. So, yeah, final question, and that comes in from Alana. Alana says, Apologies, I missed the first few minutes off the webinars. This may have been discussed already, but is there a patent on the product?

Ryan, 55m 46s:

Yeah, great question. Uh, so we are proudly patent pending on our triple active complex. Um, yeah, as people on this call might know, uh patents are quite a lengthy process. We're going through uh that approval process as we speak. Um, but yeah, we we submitted a patent application as early as we made the discovery for triple action uh sensitivity space within S3.

Dr James, 56m 12s:

Magic, thank you so much. Well, guys, you know what? That concludes proceedings this evening. Oh wait, Alana has got one more in before the final whistle. Shall we allow it? I think we will. Okay, we've got some time. You know what? We've we've come this far, guys. I feel like we should we should we should switch round off this circle uh and uh just complete things, but then we do officially have to call time after this one. Alana says you mentioned it takes time to build up and offer to sorry, I beg pardon. Alana says you mentioned it takes time to build up a protective layer. Will it offer instant relief for acute sensitivity, uh e.g. during whitening, for example? David, I think you covered a little bit of that earlier, but maybe we can just reiterate it super fast.

unknown, 56m 55s:

Yeah.

David, 56m 55s:

I'm pretty sure it was just what I would say is it will uh the data that was shown that that Manjade showed on the on the SEM shows that it will form a layer very rapidly and that that layer is very effective. As I also said, we have to be a little bit careful because the pain that you suffer instantaneously on on some that some people suffer with whitening is actually not driven by the by the occlusion of the of the tubule. So, but it is very transient and will go away after a couple of days. So the good news is will this form a layer to occlude tubules? Yes, from the first brush. Starting from the first brush.

Dr James, 57m 36s:

Lovely, Jovely. Well, like I was saying just a minute ago, that concludes proceedings on tonight's webinar. Congrats everybody who came along, and thank you so much for everybody at S3 Sensitivity giving up their evening to come and talk about this wondrous product that I've been working on behind the scenes over the years. Guys, it is important to mention if you do have any more questions, that's also the additional purpose of this QR code in front of you that you see right now. Uh so if you would like to know anything more about that, feel free to go ahead and scan that, fill in the details, and you can expect to reach out from somebody at S3 sensitivity very soon. It is also worth mentioning, guys, that we do do CPD for everybody who's come along to this webinar who is also a member of Smart Money Members Club. We're going to be sending out information on that very soon via the email list. And for anybody who wants to enter that competition, obviously that's part of the QR code as well that we were talking about too. Congrats on coming along. We run these webinars once every two, three weeks in the Downstone Invest platform. Keep your eyes peeled for the next one. In the meantime, though, all that remains to be said is congrats once again for coming along, and I hope everybody has a lovely Wednesday. We'll see each other very soon. Bye bye.

Ryan, 58m 37s:

Amazing. Thanks, everyone.