Gillette introduces next generation of Oral-B CrossAction power and manual toothbrushes

Oct. 1, 2002
Oral-B(R) CrossAction(R) Vitalizer(TM) is a new manual toothbrush clinically proven to significantly reduce gingivitis in four weeks.

The Gillette Company, the global leader in the $5 billion manual and power oral care market, has introduced two new oral care products that improve upon the superior performance of Oral-B(R) CrossAction(R), its most technologically advanced manual toothbrush. Oral-B(R) CrossAction(R) Power is a battery-powered toothbrush that brings the patented CrissCross(R) bristle technology of CrossAction to the power toothbrush segment, delivering more cleaning action in every stroke. Oral-B(R) CrossAction(R) Vitalizer(TM) is a new manual toothbrush clinically proven to significantly reduce gingivitis in four weeks.

"With more than 50 years of oral care experience and research, Oral-B historically has defined the standards by which all manual and power oral care products are judged," said Bruce Cleverly, President, Gillette Oral Care. "CrossAction Power and CrossAction Vitalizer are the latest examples of delivering on Oral-B's promise to help people have healthy teeth for life."

CrossAction Power
CrossAction Power is Gillette's first product introduction in the entry-level battery toothbrush segment, the fastest growing sector in the physical oral care market. "Our new CrossAction provides us with the opportunity to trade manual users up to the battery segment, and is the ideal entry vehicle to our premium rechargeable toothbrushes," said Cleverly.

CrossAction Power is the only power toothbrush to combine the superior CrissCross bristle technology of CrossAction, Oral-B's top-selling manual toothbrush, with the advanced cleaning motion and performance of an Oral-B rotating PowerHead(TM) - making it the most technologically advanced battery toothbrush available for under $10.

The new CrossAction Power delivers more cleaning action in every stroke to provide an overall feeling of clean that goes beyond a manual toothbrush. The CrissCross bristles reach deep between teeth and along the gum line to lift and sweep away plaque, while the rotating PowerHead effectively surrounds teeth to loosen and whisk away plaque from surfaces and hard-to-reach back teeth. Extensive clinical testing confirms that CrossAction Power significantly reduces plaque and gingivitis.

In addition to the innovative brush head, CrossAction Power features a breakthrough ultra-thin, manual-like handle with a soft, rubberized grip. This distinctive handle was designed to provide greater comfort and control.

In consumer use tests, nearly 80% of manual toothbrush users stated that CrossAction Power is better than their current manual toothbrush. Additionally, when compared to Crest(R) Spinbrush(TM), the leading battery brush selling for less than $10, consumers preferred CrossAction Power by a two-to-one margin.

Like a manual toothbrush, CrossAction Power offers a choice of soft or medium bristles. CrossAction Power also features Oral-B's signature blue Indicator(R) bristles that fade to signal when to replace the brushhead. A One-Touch(TM) lock and release button makes changing the brushhead simple.

CrossAction Power's high-efficiency motor requires only one AA-size alkaline battery for more than two months of use when brushing teeth two times per day for two minutes.

CrossAction Power handles are available in four colors: emerald, magenta, violet and blue, providing color options in households where two or more brushes are used. CrossAction Power will be targeted to current manual and competitive battery toothbrush users, 18 to 35. Gillette will support CrossAction Power with a marketing campaign that will communicate the brush's benefits and leverage the equity of the CrossAction brand.

CrossAction Power will be available at food, drug and mass outlets in North America in April 2003 and in other markets around the world during the following 18 months. The suggested retail price for CrossAction Power in the U.S. is $6.99. The suggested retail price for a two-pack of replacement brushheads is $6.99. CrossAction Power toothbrushes and brushheads are priced at an approximate 20 percent premium to competitors, reflecting the products' added value and performance.

Oral-B CrossAction Vitalizer
Clinically proven to significantly reduce gingivitis in only four weeks(1), Oral-B CrossAction Vitalizer is the best-performing manual toothbrush available. It removes 90 percent of plaque between teeth after one brushing, and removes twice as much plaque along the gum line than the leading manual toothbrush.

CrossAction Vitalizer adds soft gum stimulators to the perimeter of the brushhead, which surround the unique CrissCross bristles. The stimulators massage gums and increase circulation while the CrissCross bristles work to lift out and sweep away plaque between teeth and along the gum line. The mouth feels revitalized, with teeth feeling clean and gums feeling healthy.

CrossAction Vitalizer's multi-sectioned Power Tip(R) bristles wrap around teeth and help to brush hard-to-reach areas, while its ergonomically designed handle fits comfortably in the hand for optimal control.

Oral-B research revealed that only 45 percent of all manual brush users are satisfied with their current brush. Users of premium manual brushes were particularly interested in better plaque removal and improved gum health. These findings presented Oral-B with an opportunity to bring further innovation and superior cleaning technology to the manual segment.

CrossAction Vitalizer will be marketed to adults 25 to 54, with a special emphasis on adults over 35 (of whom 75 percent have some form of gum disease.) Advertising and other marketing vehicles will emphasize the new product's superior performance, particularly its effectiveness in reducing gingivitis.

CrossAction Vitalizer will be available at food, drug and mass retail stores in North America in January 2003 and in other markets around the world in July 2003. The suggested retail price in the U.S. is $3.99.

Gillette Oral Care
The $5 billion worldwide physical oral care market consists of both manual and power toothbrushes. With its Oral-B products, The Gillette Company is the worldwide leader in both segments. The brand includes manual and power toothbrushes for children and adults, oral irrigators and oral care centers and interdental products such as dental floss. Oral-B manual toothbrushes, the foundation and largest category of The Gillette Company's thriving oral care business, are used by more dentists and consumers than any other brand in the U.S. and many international markets.

Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in alkaline batteries.

1. An independent clinical study of adults with mild to moderate levels of gingivitis demonstrated that regular use of CrossAction Vitalizer significantly reduced gingivitis in just four weeks.