BEAUTY CARE

Oral-B introduces new rechargeable power toothbrush to U.S. market

BY Jason Owen

CINCINNATI — Oral-B announced today the newest addition to its line of Professional Series power toothbrushes: the Deep Sweep Triaction toothbrush.

The new Oral-B Deep Sweep Triaction toothbrush is the first of its kind in the United States to combine the familiar brushing motion of a manual brush with the comprehensive power of advanced triple-zone cleaning action to cover more surface area, and remove up to 100% more plaque versus a regular manual toothbrush. Furthermore, with up to 48,800 bristle movements per minute, select models of the Oral-B Deep Sweep Triaction can remove up to 76% more plaque in hard-to-reach areas versus other leading brands.

“Taking proper care of one’s teeth and gums is essential for optimal oral health,” noted Jonathan Levine, world-renowned dental expert and Oral-B partner. “I recommend Oral-B power toothbrushes to my patients because they are superior to manual brushing in removing plaque and come with a variety of features to address every patient’s brushing style.”

With its familiar, manual-shaped brush head designed to complement people’s natural, back-and-forth brushing motion, Deep Sweep Triaction has a combination of sweeping and stationary bristles, and a dynamic angled power tip that cleans effectively in hard-to-reach areas. Inspired by the dentist-recommended Bass technique, Deep Sweep Triaction’s bristles sweep perpendicular to manual brushing motion while two-level tufting makes sweeping bristles longer to ensure they reach deeply between teeth.

“We at Oral-B listen to our customers and strive to continuously provide them with the best oral care solutions,” said Rishi Dhingra, marketing director at Procter and Gamble. “Deep Sweep Triaction provides what many customers have long been looking for — the familiarity and experience of a manual brush coupled with the cleaning performance of an Oral-B power brush — and we’re excited to be able to meet that need for our customers nationwide.”

Like other Oral-B power toothbrushes, all Deep Sweep Triaction brushes feature a timer that signals at 30-second intervals to encourage thorough brushing in the four quadrants of the mouth, and at two minutes to indicate when the dental expert recommended brushing time has been reached. A pressure sensor in the brush head stops pulsations when you’re brushing too hard and Indicator bristles remind users to replace their brush head every three months, or once bristles have faded halfway.

The Deep Sweep Triaction power toothbrush is available in multiple models, including the Professional Series Deep Sweep Triaction 1000, and Professional Series Deep Sweep + Smart Guide Triaction 5000, offering consumers a choice of price points and features that best suit their needs.

Oral-B Professional Series Deep Sweep Triaction brushes will be available at department, retail and specialty stores nationwide at suggested retail prices ranging from $64.99 to $159.99.


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OraHealth introduces XyliMelts for Dry Mouth

BY Alaric DeArment

BELLEVUE, Wash. — OraHealth has introduced a new treatment for dry mouth, the company said.

The Bellevue, Wash.-based oral health products manufacturer described XyliMelts for Dry Mouth as all-natural, oral-adhering discs that coat and soothe the mouth. The disks time-release xylitol and oral lubricant day and night to reduce tooth decay.

The company said the technology behind XyliMelts allows them to discretely stick to gums or teeth, making them ideal for use during sleep to avoid sleep disturbance, touting a clinical study published in the International Journal of Dental Hygiene indicating that use of the discs "significantly" improved perceived oral wetness upon awakening in the morning.

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SymphonyIRI: Merchandising support down across almost half of all categories, new media to blame

BY Michael Johnsen

CHICAGO — With the path to purchase evolving, merchandising has increased across just more than half of CPG categories and declined in 47% of categories, SymphonyIRI Group reported Tuesday. 

The drug channel has seen the most erosion in merchandising support, with declines in 60% of the categories within the channel in 2012.

“Smartphones, digital coupons, online retailers and the Internet combined with financial pressures and shifting marketplace dynamics are forever changing how consumers shop,” stated Susan Viamari, editor of Times & Trends, SymphonyIRI. “If you want to reach and resonate with shoppers today, you need to do more than traditional in-store merchandising. Emerging and evolving technologies have enabled innovative marketers to begin reaching shoppers in their homes while they are researching products and making their lists, and then reinforcing their messages on the way to the store and in the store when consumers are making their final selections."

During the past couple of years, more than one-third of CPG categories sold considerable volume — between 30% and 50% — with merchandising support.

Part of that decline can be attributed to a lower return-on-investment associated with merchandising. The average sales lift associated with merchandising has declined across 80% of categories across all channels, SymphonyIRI Group reported. Grocery and drug channels have seen average sales lift fall across 70% and 73% of categories, respectively.

Even some of the most heavily merchandised categories had declining lift in 2012, SymphonyIRI noted. For instance, the carbonated beverages category, which sells more than 60% of its volume with merchandising support, saw lift decline by 14 points during the last year. And, Mexican foods, which sell half of its volume with merchandising support, saw lift slide more than five points during the same period.

“The ‘old way’ of doing things is simply not as impactful as it was in the past,” Viamari said. “To capitalize on new and evolving opportunities, marketers must enmesh the broad and rapidly growing array of old and new media tools at their disposal. They must take chances and not be afraid to make mistakes.”


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M.JONES says:
Feb-07-2013 10:53 am

The depth of merchandising support means a great deal to consumers. Buy one get one free does very well where buy one get 50% of the second one generates a much smaller return. Savy consumers know when to stock up. Some impulse buyers might switch brands based on a small TPR, others may not. Also strong price increases over the last year may have forced consumers to rethink when to buy.

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