Dialing Up Toothbrush Smartphone Apps: P&G's 3D Imaging, Colgate's Personalized ‘Sensors’
P&G launches Oral-B iO rechargeable toothbrush priced at between $199-$299 and promoted with a 15-second TV spot. In September, Colgate will introduce Hum by Colgate toothbrush using sensors that can gauge personalized brushing style for more accurate cleaning.
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In global superior premium toothbrush category, Oral B iO drove P&G’s value share up 2.5 points in the past two months and from July through December 2020 accounted for more than half of the US power brush category growth, says COO Jon Moeller.
OTC drug, supplement and beauty firms are spreading into digital health devices showcased at the 2020 Consumer Electronics Show as technological advancements help consumers reach health and wellness goals. Colgate debuted a smart toothbrush that detects biofilm build-up while L’Oreal introduced AI-powered skin care.
Colgate Smart Electronic Toothbrush E1 is available exclusively on Apple.com and in select Apple stores for $99.95. The product is similar to a device sold in Europe by French firm Kolibree, which also introduced a children’s smart toothbrush featuring augmented reality to encourage brushing.