STAMFORD, Conn., Oct. 3, 2011 /PRNewswire/ --The recent launch of Sonicare AirFloss, a breakthrough power flossing device that makes it easier to clean in-between teeth, reinforces Philips' ongoing commitment to engineer meaningful innovative technology that can make every day (but important!) tasks – like flossing – more simple.
For this reason, the brand is launching the Philips Sonicare Make a Switch Contest via its Facebook page (www.Facebook.com/PhilipsSonicare). The contest, which goes live today, invites consumers to submit a 30-60 second video or photo detailing a small, but impactful switch they have made to improve their health and well-being. Examples might include replacing a nightly bowl of ice cream with fruit salad, or opting for the stairs instead of the elevator. One compelling story will win a Grand Prize all-expenses paid trip for two to Los Angeles, CA – where healthy living is a multi-million dollar business. The trip will include VIP treatment and a free ZOOM teeth whitening session at the office of celebrity dentist, Dr. Bill Dorfman, DDS.
"We recently conducted a survey which found that 50 percent of Americans admit they do not floss as much as they should," said Leopold Stratenus, Marketing Director, Philips Sonicare. "Sonicare AirFloss was developed to provide an easier way to clean in-between teeth and increase compliance. The Philips Sonicare Make a Switch contest celebrates people who are making – and sharing – this and other healthy switches in their lives."
Entries can be submitted via the Philips Sonicare Facebook page from now until October 31. A panel of judges will select five video submissions, which will be eligible for the Grand Prize trip for two to Los Angeles; and 10 photo submissions, which will be eligible for a Runners-Up Philips Sonicare prize package.
Upon selection of the finalists and semifinalists on November 3, consumers can visit the Philips Sonicare Facebook page to vote for their favorite switch submissions. Winners will be notified via email and announced on the Philips Sonicare Facebook wall on November 29.
With Sonicare AirFloss, Philips leveraged years of science-based research to expand its product portfolio beyond power toothbrushing for the first time. The first-in-class flossing device effectively cleans between teeth using microburst technology, a rapid burst of air and water droplets, to push plaque and bacteria from in between teeth, removing up to 99 percent more plaque than brushing with a manual toothbrush alone. With a simple point and press, one button operation, Sonicare AirFloss cleans the entire mouth with less than one teaspoon of water in less than a minute. Sonicare AirFloss is safe and gentle on gums and teeth, and during Philips' consumer testing, 86 percent of users found AirFloss easier to use than string floss.
For more information about Philips Sonicare AirFloss or the Philips Sonicare range, including copies of clinical studies, visit www.sonicare.com
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 119,000 employees in more than 60 countries worldwide. With sales of EUR 25.4 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 flat TV, male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at www.philips.com/newscenter.
 Americans and Flossing: It's Complicated. Survey conducted by Opinion Research Corporation on behalf of Philips Sonicare. June 2011.
A 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.
 A 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.
 An Ease of Use Study to Evaluate Philips Sonicare AirFloss, String Floss and the Waterpik Waterflosser (IHUT). S. Krell, A. Kaler, J. Wei.
SOURCE Royal Philips Electronics