Philips Sonicare AirFloss achieves strong market share and wins Product of the Year Award for 2013

April 8, 2013

Sydney, Australia – Less than a year since launching to popular acclaim in the Australian market, the Philips Sonicare AirFloss has established itself as a dominant player in the dental care market


The Philips Sonicare AirFloss has quickly captured the interest of consumers, overtaking established rivals in the category and achieving an impressive 84 per cent market share in December 2012.


In addition to the market share results, the Sonicare AirFloss has also garnered acclaim from consumers, winning the 2013 Product of the Year award in the Dental Hygiene category. The AirFloss was a clear winner in the consumer-voted award, thanks to its unique and exciting design and functionality.


"Worldwide Philips Sonicare is regarded by dental professionals and consumers as a trusted and reliable oral health care brand, but where we have set ourselves apart is in our commitment to creating innovative new technologies such as the AirFloss," said Simon Keenan, Customer Marketing Manager ANZ, Philips Oral Healthcare. "We have seen that oral health is something that more and more Australians are concerned about, and with products such as the AirFloss Philips Sonicare is providing solutions to help consumers achieve long lasting dental health."


The Sonicare AirFloss has achieved its success thanks to its breakthrough microburst technology, which is specially designed to overcome the issues commonly associated with flossing to make cleaning in between teeth as easy as possible, while aiding in plaque removal and improved oral health.


The Philips Sonicare AirFloss works by using rapid bursts of air and water droplets to thoroughly fill up the areas between teeth; dislodging hard to remove food and forcing plaque and bacteria out. This rapid burst is directed using an innovative nozzle guidance tip that ensures targeted cleaning between teeth, while the one-button operation means users can clean their entire mouth in less than a minute1. The AirFloss uses just one teaspoon of water for two full cleaning sessions, with the added advantage of a two-week rechargeable battery life.


1A Randomized, Parallel Design Study to Evaluate the Effect of AirFloss (Chinook) on Removal of Interproximal Plaque and Reduction in Gingivitis. Jain V, Wei J, Jenkins W, Delaurenti M., 2011


For more information about the Philips Sonicare AirFloss and the Philips Sonicare range of sonic toothbrushes visit

For further information, please contact:

Andrew Baber
Phone: +612 9025 9200


About Royal Philips Electronics

Royal Philips Electronics (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs approximately 118,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming, home and portable entertainment and oral healthcare. News from Philips is located at