Oral-B updates ProfessionalCare toothbrush range

Oral-B, the leading brand within the UK toothbrush market and trusted producer of high quality dental hygiene products for more than 50 years, has realigned the range to make it easier for consumers to choose the right brush for them.

Over 75% of dentists now recommend using a rechargeable toothbrush, with 8 out of 10 brushes sold being an Oral-B brush.

Oral-B continually strives to find new ways to improve its products making it easier for consumers to look after their oral hygiene.

The new Oral-B ProfessionalCare packaging clearly outlines each of the brushes' features and benefits via on-pack illustrations. This allows consumers to choose the brush that best suits their needs - from sensitive brushing to whitening or simply a truly thorough mouth clean.

Another advantage to realigning the Oral-B ProfessionalCare range is the knock-on effect it should have for the replacement brush head category. Educating users on the benefits of rechargeable brushing will in turn encourage them to invest more frequently in essential accessories such as brush heads, that are vital to maintaining a healthy clean smile.

The refreshed brushes in the Oral-B ProfessionalCare range are priced approximately between £49.99 and £89.99 and boast unique Oral-B 3-D technology, which allow the brush to remove twice as much plaque as an ordinary manual brush.

The rotate-oscillate brush head pulsates at least 40,000 times per minute to loosen plaque, while simultaneously rotating from side to side 8,800 times a minute, sweeping plaque away. What's more the brushes have a two-minute timer and pressure sensor, to help consumers navigate the brush around the mouth for a thorough clean.

Commenting on the relaunch, Steven Davey, Oral-B Brand Manager says, “The UK has a long way to go in terms of household penetration of rechargeable brushing – we're currently at 19.6% which, when compared with the penetration of rechargeable brushes in countries such as Norway (41%) or Holland (62%), shows we have great potential for growth.”

Each of the brushes in the Oral-B ProfessionalCare range builds on the benefits of the previous brush in the range to offer additional end benefits for the user.

At present the rechargeable toothbrush market is worth £48.2m and is growing at a rate of 17.2% year-on-year. The relaunch of Oral-B ProfessionalCare will continue to drive penetration of rechargeable brushes that are delivering year-on-year double-digit growth.

The most productive way for retailers to profit from the relaunch initiative is through stocking all brushes in the range and clearly positioning them together in store, this will act as a purchase prompt and help the consumer choose the right brush for their needs.