$330 toothbrush aims to help you brush ‘smarter’

$330 toothbrush aims to help you brush ‘smarter’

PEARLY WHITES: For $330, you better never have a cavity again. Photo:

By Paul Sandle

LONDON (Reuters) – Procter & Gamble Co is bringing the dentist into the bathroom with the world’s first smartphone-connected toothbrush, a device that gives personalized advice to help people improve their brushing.

The toothbrush, to be sold under P&G’s Oral-B brand and which will be widely available from June, has a Bluetooth 4.0 link to a smartphone app that can be programmed with the help of a dentist, for example to pay more attention to any areas of the mouth being neglected, P&G said.

“The app provides real-time guidance,” Michael Cohen-Dumani, global associate director for Oral-B, told Reuters.

“Dentists always tell us: ‘People do a great job in the week before they come to visit us and in the week after they visit us. But nothing can hide the fact that when we look inside the mouth we can see all the areas they miss’.”

The toothbrush will be unveiled at the phone industry’s annual Mobile World Congress (MWC) in Barcelona next week, joining an expanding range of devices connected to smartphones that measure everything from sleep patterns and calorie intake to distance walked and exercise taken.

Professionals had helped develop the app as a tool to manage their patients’ behavior between visits, Cohen-Dumani said. The app displays brushing progress in real time, telling the user when to move to a different part of the mouth and warning if they are brushing too hard, he said.

“It will guide you in terms of how to brush, and you will be able to fully personalize the brushing routine for you,” Cohen-Dumani said.

In tests, the app had extended average brushing times from less than a minute for a manual toothbrush to 2 minutes and 16 seconds, he said.

The device will be at top end the Oral-B electric toothbrush range, with a recommended retail price of $330.

French startup Kolibree has also developed a connected electric toothbrush that it plans to launch in the third quarter, according to its website.

(Editing by David Holmes)

Recent Headlines

in Entertainment

The first word of the new ‘Star Wars’ movie is …


Director J.J. reveals the first word spoken in "Star Wars: The Force Awakens," which hits theaters next month.

in Entertainment

Jennifer Lawrence named entertainer of the year


The star is one of the biggest and bankable actresses in Hollywood and has featured in a number of blockbusters including the "X-Men" franchise and "The Hunger Games" films.

in Music

Sam Hunt wants to open up country music


Sam Hunt's advice for people who hate country music: give it another try.

in Entertainment

‘Rocky’ successor ‘Creed’ highlights Philadelphia’s revival


Adonis Johnson, the son of Balboa rival-turned-mentor Apollo Creed, leaves behind a life of privilege to walk in the footsteps of a father he never knew.

in Entertainment, Sports

FanDuel NFL entries have fallen sharply after New York shutdown


Entries at daily fantasy sports site FanDuel's NFL contests have fallen sharply since New York's attorney general declared the games to be illegal gambling in the state and the company stopped taking money from New Yorkers.