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| | | | Oral-B Powers Up Brushing Routines With New Line of Affordable Power Toothbrushes Aug 16th 2006
At Under $20, New Oral-B Vitality Precision Clean Reduces Up to 2x More Plaque Than a Regular Manual Toothbrush 
P&G (NYSE: PG) today 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 line up 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 2 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 2x 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 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, please log onto www.oralb.com.
Procter & Gamble http://www.pg.com
Aug 16th 2006
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