New line of affordble toothbrushes released

Aug. 30, 2006
Among new offerings, new Oral-B Vitality Precision Clean reduces Up to two times more plaque than a manual toothbrush.

CINCINNATI, Ohio--P&G has announced the introduction of Oral-B Vitality, a new line of affordable power toothbrushes now available in stores.

The introduction of Vitality marks the first time that a lineup of effective power toothbrushes will be available for an affordable price of less than $20, including a brush with Sonic technology.

The new Oral-B toothbrush can help the more than 80% of Americans who still use a regular manual brush step-up their brushing routine and improve their oral health; Vitality Precision Clean reduces up to 2x more plaque than a regular manual brush.

Oral health remains a widespread health problem across the country. Fifty-four percent of adults have some form of gingivitis and 78 percent have one or more cavities or fillings.

Oral health issues impact productivity as well, with employed adults losing more than 164 million hours of work each year due to dental disease or dental visits. Despite these realities, fewer than two in 10 Americans take advantage of power toothbrushes to improve their oral health.

"Many consumers aren't aware that an oscillating-rotating rechargeable
toothbrush removes more plaque than a manual toothbrush and can help prevent oral health problems," said Dr. Paul Warren, Vice President, Global Professional and Scientific Relations, Oral Care, P&G.

"Toothbrushes that rotate and oscillate are more effective than other types of toothbrushes in reducing plaque and gingivitis. New Oral-B Vitality is making the experience and effectiveness of this technology affordable."

Oral-B Vitality is the most recent example of the "mass luxury" trend in which high quality innovations have become more affordable and attainable for the majority of Americans from computers, digital cameras and cell phones to at-home teeth whitening kits and other personal care items.

"When affordable innovations go mainstream, such as with power toothbrushes, millions of Americans are empowered to have an improved lifestyle," said Marian Salzman, futurist and trend spotter.

In North America, Oral-B Vitality will be offered in three types:

Precision Clean, Dual Clean and Sonic:
Oral-B Vitality Precision Clean
Reduces up to 2 times more plaque than a regular manual brush
Provides a deep, more thorough cleaning with bristles that surround each tooth to clean the entire tooth surface
Features Oral-B's signature oscillating-rotating brush head, which moves at 7,600 times a minute compared to 260 times with manual brushing

Oral-B Vitality Dual Clean
Designed with a DualAction brush head for twice the cleaning action
Features Oral-B's signature oscillating-rotating brush head, which moves at 7,600 times a minute compared to 260 times with manual brushing

Oral-B Vitality Sonic
Features Oral-B's patent Features Oral-B?s patented Criss-Cross bristles that vibrate side to side with nearly 20,000 movements per minute to gently break up and sweep away plaque, while massaging gums
Uses advanced sonic technology to effectively remove plaque and stains

New Oral-B Vitality will be available nationwide to consumers at drug, grocery and mass stores beginning in August 2006. It will be offered at a suggested retail price of $19.99. For more information, log onto