Philips launches Sonicare in Australia – the number one sonic toothbrush recommended by dental professionals worldwide¹


Patented sonic technology creates a dynamic cleaning action that removes plaque more easily

August 11, 2011

Sydney, Australia – Philips announces the Australian launchof the number one dental professional-recommended sonic toothbrush worldwide2 - Sonicare. At the core of the Sonicare range is patented sonic technology that creates a dynamic cleaning action of over 30,000 brush strokes per minute, removing plaque easier than ever before.

 

Sonicare power toothbrushesare proven to whiten your teeth by up to two shades whiter3 and improve your gum health within 28 days. Philips is so confident in the effectiveness of Sonicare, that if you are not 100 per cent satisfied within the first 28 days4, you will receive a full refund.

 

“Over 17 million users around the world have experienced the difference by switching to Sonicare,” said Muir Keir, Senior Marketing Manager, Philips Consumer Lifestyle Australia. “Sonicare’s patented sonic technology, combined with the specific reach of the brush head as it sweeps back and forth, creates a dynamic cleaning action that gives you healthier gums and whiter teeth.”

 

Sonicare makes outstanding dental health a possibility thanks to its powerful yet gentle cleaning action and has been found to significantly remove more plaque5 and be gentler than a manual toothbrush6, helping tokeep your teeth strong and healthy for longer.

 

Sonicare FlexCare + power toothbrush
The Philips Sonicare FlexCare + delivers an array of intelligent features for complete tooth and gum care. It comes with a Sonicare UV Sanitiser, which uses UV Cleaning technology to effectively kill up to 99 percent of potentially harmful germs on selected toothbrush heads7 in only 10 minutes. It offers five brushing modes including ‘Clean’, ‘Sensitive’, ‘Massage’, ‘Refresh’ and ‘Gum Care’, giving you the flexibility to choose how you brush for the best results.

 

Theuniquely angled brush head allows for easier access to back teeth, while a broader contact with each tooth helps to keep teeth whiter. The in-built two minute Smart timer and Quadpacer tracks brushing time and divides brushing intervals equally between the four different sections of your mouth. This helps to deliver a consistent cleaning experience with every single use.

 

Sonicare HealthyWhite power toothbrush

Sonicare is also introducing the HealthyWhite power toothbrush designed to improve oral health and whiten your teeth by up to two shades in two weeks8. Safe and gentle on teeth and gums, the HealthyWhite toothbrush features a standard ‘Clean Mode’ for an outstanding everyday clean and a ‘Clean and White’ Mode which can whiten the visible front teeth by up to two shades in just two weeks9.

 

Sonicare EasyClean power toothbrush
The Philips Sonicare EasyClean utilises sonic technology and a simple, one-mode design to make achieving healthier teeth and gums a stress-free part of your daily routine. As with the full Philips Sonicare range, the Easystart program builds up the power of the brush over the first 14 uses to get users accustomed to the Sonicare experience, while the two minute timer encourages thorough brushing at every use.

 

Sonicare for Kids power toothbrush

Recognising the importance of healthy brushing of teeth for children, Philips has also developed Sonicare for Kids, which combines Sonicare’s innovative technology with child-friendly features to encourage good brushing habits from four years of age and up.

 

The Sonicare for Kids integrates patented sonic technology for a superior clean compared to a manual toothbrush10, while two age-appropriate brush headsmeansthat the Sonicare for Kids can grow with your child’s teeth. Colourful, interchangeable panels allowskids to customise their toothbrush, while the KidPacer plays fun sounds to encourage kids to brush all of their teeth thoroughly.

 

Price and Availability
The range of Philips Sonicare power toothbrushes is now available from The Shaver Shop nationally, with specifications and recommended retail prices as follows:

 

Model No.SpecificationsRRP  
Philips Sonicare FlexCare +
  • Unique sonic technology reaches deep between teeth and along gumline
  • Improves gum health within two weeks11
  • Two-minute timer helps ensure recommended brushing time
  • Includes UV brush sanitiser for a cleaner brush and better oral health
  • Kills 99% of viruses/ bacteria on brush head by sanitiser12
$229.95 

     
Philips Sonicare HealthyWhite
  • Angled brush head neck for better reach to back teeth
  • Quadpacer interval timer encourages thorough brushing
  • Includes Clean and White mode, proven to remove stains from teeth
  • Up to two shades whiter in two weeks13
$169.95 

     
Philips Sonicare Easy Clean
  • Dynamic cleaning action drives fluid between teeth for a thorough clean
  • Better plaque removal than manual toothbrush14
  • Built in timer encourages recommended brushing time
  • Easystart program to ease you in to the Sonicare experience
$129.95 

     
Philips Sonicare for Kids
  • Sonic technology delivers a safe, gentle and superior cleaning experience
  • Age-appropriate brush heads to protect kid’s teeth
  • Kid friendly power modes
  • KidPacer delivers fun and engaging musical tones
  • Fun interchangeable panels for customisation
$99.95 

 

For further information about Philips products, visit www.philips.com.au.

 


1Priories research, Washington USA 2008. A study conducted in USA, Canada, UK, DE, Benelux and Japan which represent over 75% of the world rechargeable toothbrush market of which sonic power toothbrushes are a subset

 

2Priories research, Washington 2008

 

3Evaluation of tooth shade change following stain induction and Sonicare HealthyWhite use
Master A, Jenkins W, Putt M, Milleman J, Wei J, Strate J. Evaluation of Tooth Shade Change Following Sonic
Toothbrush Use. J Dent Res 88 (spec Iss A): 2581, 2009

 

4Comparison of gingivitis reduction and plaque removal by Sonicare FlexCare and a manual toothbrush
Holt J, Sturm D, Master A, Jenkins W, Schmitt P, Hefti A. A randomized, parallel-design study to compare
the effects of the Sonicare FlexCare prototype and the Oral-B P-40 manual toothbrush on plaque and
gingivitis. Compend Contin Educ Dent. 2007; 28 (suppl 1):35-41 4)

 

5Comparison of plaque removal for one minute brushing by Sonicare FlexCare and a manual toothbrush
Platt K, Jenkins W, Schmitt P, Sturm D, Hefti A. Data on file, 2007

 

6In vitro assessment of dentin wear resulting from the use of oral hygiene devices
de Jager M, Nelson R, Schmitt P, Moore M, Putt M, Kunzelmann KH, Nyama I, Garcia-Godoy F,
Garcia-Godoy C. In vitro assessment of toothbrushing wear on natural and restorative materials.
Compend Contin Educ Dent. 2007; 28 (suppl 1):42-50)

7In vitro evaluation of the Sonicare FlexCare integrated UV sanitizer
Hix J, Elliott N, de Jager M. Data on file, 2007

 

8Evaluation of tooth shade change following stain induction and Sonicare FlexCare use
Master A, Jenkins W, Putt M, Milleman J, Wei J, Strate J. Evaluation of Tooth Shade Change Following Sonic
Toothbrush Use. J Dent Res 88 (spec Iss A): 2581, 2009

 

9Evaluation of tooth shade change following stain induction and Sonicare HealthyWhite use
Master A, Jenkins W, Putt M, Milleman J, Wei J, Strate J. Evaluation of Tooth Shade Change Following Sonic
Toothbrush Use. J Dent Res 88 (spec Iss A): 2581, 2009

 

10Comparison of plaque removalby Sonicare For Kids and a manual toothbrush in children aged 7–10 years
Millleman J, Putt M, Olson M, Master A, Jenkins W, Schmitt P, Strate J. International J Pediatric Dent.
2009; 19:s1

 

11Comparison of gingivitis reduction and plaque removal by Sonicare FlexCare and a manual toothbrush
Holt J, Sturm D, Master A, Jenkins W, Schmitt P, Hefti A. A randomized, parallel-design study to compare
the effects of the Sonicare FlexCare prototype and the Oral-B P-40 manual toothbrush on plaque and
gingivitis. Compend Contin Educ Dent. 2007; 28 (suppl 1):35-41 4)

 

12In vitro evaluation of the Sonicare FlexCare integrated UV sanitizer
Hix J, Elliott N, de Jager M. Data on file, 2007

 

13Evaluation of tooth shade change following stain induction and Sonicare HealthyWhite use
Master A, Jenkins W, Putt M, Milleman J, Wei J, Strate J. Evaluation of Tooth Shade Change Following Sonic
Toothbrush Use. J Dent Res 88 (spec Iss A): 2581, 2009

 

14Comparison of plaque removal for one minute brushing by Sonicare FlexCare and a manual toothbrush
Platt K, Jenkins W, Schmitt P, Sturm D, Hefti A. Data on file, 2007

For further information, please contact:

Sarah Campbell
Philips Corporate Communications
Tel: + 61 421 612 994       
Email: sarah.campbell@philips.com

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About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified health and well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity.” Headquartered in the Netherlands, Philips employs over 120,000 employees with sales and services in more than 100 countries worldwide. With sales of EUR 22.3 billion in 2010, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at www.philips.com/newscenter.

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