Oral-B unveils world’s first electric toothbrush that sees what you don’t

Oral-B has unveiled its latest innovation that sets a new oral care standard - Oral-B GENIUS, the first of its kind and Oral-B's most intelligent electric brushing system yet.

Just like a GPS for your mouth, the new Oral-B GENIUS features groundbreaking Position Detection Technology that combines cutting-edge motion sensors located in the brush and video recognition using a smartphone's camera. This breakthrough allows the new Oral-B GENIUS to track areas being brushed and ensure no tooth, gum or dental zone gets missed. The new technology allows users to ensure they are properly cleaning for the dentist-recommended two minutes, applying the correct amount of pressure and brushing each individual tooth - every time.

Combined with the Oral-B Oscillating-Rotating-Pulsating Technology and the unique round brush head, users can look forward to a new era in improved oral health.

Oral-B GENIUS - brush like your dentist recommends

Leading dentist and Oral-B consultant, Clinical Associate Professor Matthew Hopcraft, said: "We know that patients are not brushing their teeth correctly, even though they think they are; they brush too hard, do not brush for long enough and completely miss some zones of the mouth. Over time, brushing incorrectly can result in tooth decay and even early tooth loss. This new brushing system helps us coach patients to brush properly, and improve these three main areas of brushing behaviors that affect their oral health."

The new Oral-B GENIUS power brush and smartphone App allow users to actively monitor their brushing routine by providing real-time guidance to improve every brushing session.

"Real time feedback reduces the guesswork, encourages brushing for the dentist-recommended two minutes, with the right amount of pressure and, thanks to the new revolutionary Position Detection Technology, never misses those commonly missed zones," A/Prof. Hopcraft said: This means patients can continue what's started in the dental clinic at home - a professionally guided brushing routine."

It's about brushing for the right time, not pressing too hard and never missing a zone

Oral-B GENIUS includes best-in-class product features, making it the most intelligent brushing system available for a smarter daily brushing routine:

• Position Detection Technology: The brush senses and recognises areas of the mouth being cleaned via built-in sensors tracked via a smartphone:
  • Oral-B research shows up to 80% of people spend insufficient time brushing in at least one zone in their mouth;1
  • 60% of people either don't brush their back molars at all, or spend insufficient time brushing them,2 teeth in the lower right quadrant miss out the most;
  • Paired with the Oral-B App 4.1, the Position-Detection Technology in Oral-B GENIUS tracks brush position, and shows the user how to brush all zones in the mouth equally and evenly.
• Oscillating-Rotating-Pulsating Technology: Oral-B proprietary technology cleans tooth by tooth and its round brush head reaches areas that are often difficult to reach, providing superior cleaning every session compared to a regular manual toothbrush.
• Triple Pressure Sensor Technology: Excessive pressure during brushing is one of the key reasons for gum tissue abrasions:
  • Oral-B Genius protects gums from overaggressive brushing by visually indicating when too much pressure is applied, automatically slowing down the brush head speed, and stopping the pulsations;
  • With the Oral-B guidance system, up to 93% of aggressive brushers reduced their brushing force and the time spent brushing with excessive force was reduced by up to 88%.3
• Professional Timer: Independent scientific research suggests that it is more important to brush all zones in the mouth evenly, rather than brushing longer.4 Even when not connected to the App, Oral-B's Professional Timer ensures that each zone of the mouth is brushed for the correct amount of time and with the right pressure, to reach dentist-recommended guidelines:
  • People using the Oral-B App brush on average 2 minutes and 27 seconds, whereas manual brush users brush on average for less than a minute.5
• Personalised brushing modes: The Oral-B GENIUS provides six different brushing modes to meet different needs, including daily clean, deep clean, sensitive, whitening, gum massage and tongue clean. It also comes with three brush refills.

Oral-B GENIUS is a beautifully designed companion for everyone who wants a personalised, reliable, mobile and efficient helper to achieve the best oral care routine:

• Stylish smart travel case with USB outlet to allow you to charge your brush and device, with a single plug.
• Practical smartphone holder supports placement of phone on the mirror to ensure optimal use of Position Detection Technology while brushing and is removable and re-attachable for flexible, on-the-go use.
• SmartRing, a personalised multicolour 360° lighting system, features 12 different colored lights that allow users to customise their brushes via the Oral-B App.
• Lithium-Ion Battery gives users up to 12 days of brushing between charges.

Inspired by dental professionals and developed by designers at Braun™, Oral-B GENIUS is the most advanced, connected and intelligent brushing system in the market. The brand has a long and rich history of leading the category in developments that significantly improve oral care around the world. Oral-B introduced the world's first Bluetooth™ connected electric toothbrush in 2014 and has been working to improve upon the original by incorporating feedback from consumers and dental professionals.

About Oral-B

The Oral-B brand is a worldwide leader in the brushing market. Part of the Procter & Gamble Company since 2006, the Oral-B brand includes manual and power toothbrushes for children and adults, oral irrigators, oral care centres and interdental products, such as dental floss. In 2014, Oral-B launched 3D White - a fully comprehensive tooth whitening system. All Oral-B toothpastes are 100% Triclosan Free.

The Oral-B App 4.1 is free to download now on iTunes and Google Play.

References

1. Data on file, P&G Motion Tracking Study.
2. Data on file, P&G Motion Tracking Study.
3. Janusz et al, JDCP Vol 9, No.7, Nov 2008.
4. Harnacke, D et al J Periodontol 2015 Jan; 86(1):101-107.
5. Iconmobile March 2015 Quarterly Report.