News

$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: clipart.com

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 Music

This week’s top rock tracks

foofighters

LISTEN: This week's top rock songs, according to the latest Billboard chart.

in Music

Ozzy Osbourne to undergo surgery

British musicians Ozzy Osbourne of Black Sabbath, arrives at the Classic Rock Roll of Honour awards 2013 at the Camden Roundhouse in north London, Thursday, Nov. 14, 2013.

Ozzy Osbourne has cancelled his upcoming Ozzfiesta event in Mexico to undergo surgery.

in Weird

Belligerent birds chase people at Florida park

Actress Tippi Hedren, star of the 1963 Alfred Hitchcock film "The Birds," poses with Julian Jarrold, center, director of the HBO film "The Girl," and cast member Toby Jones on Wednesday, Aug. 1, 2012 in Beverly Hills, Calif. Hedren's relationship with Hitchcock during the making of the film is the subject of the HBO film "The Girl."

In a scene straight out of Alfred Hitchcock's "The Birds," some out-of-control birds are chasing people at a central Florida park.

in Trending, Viral Videos

TODAY’S MUST SEE: Billy Zane mistakenly thanks One Direction fans for support

Billy Zane arrives at the Global Green USA's 12th Annual Pre-Oscar Party at the Avalon Hollywood on Wednesday, Feb. 18, 2015, in Los Angeles.

Actor Billy Zane pokes fun at the fact he shares a similar name to former One Direction member Zayn Malik in a new video.

in Weird

Loose police horse briefly on patrol in downtown Cleveland

horse

The horse stayed on the street during his escape but didn't stop at red lights.