Philips Sonicare Launches Two Revolutionary New Oral Health Care Products -- AirFloss and DiamondClean

STAMFORD, Conn., July 20, 2011 /PRNewswire/ -- The number one dental professional recommended power toothbrush brand, Philips Sonicare, is leveraging years of science-based research to expand its product portfolio beyond power toothbrushing for the first time. Last night, Sonicare unveiled its new AirFloss against a fitting backdrop at the New York City Museum of Art and Design. A proof point to Sonicare's commitment to develop meaningful innovation, AirFloss is a first-in-class flossing device that effectively cleans between teeth using microbursts of air and water droplets that remove more plaque that brushing alone. Also on display at the event was the new Sonicare DiamondClean power toothbrush.

"Philips Sonicare has taken innovation to a whole new level with AirFloss and DiamondClean," remarked Dr. Bill Dorfman, DDS, who hosted the event and has appeared on TV shows such as Extreme Makeover and The Doctors. "As an innovator and entrepreneur, I draw inspiration from brands that use both science and consumer insights to develop new technologies that meet people's needs, and ultimately, improve their lives."

Sonicare AirFloss

Philips Sonicare AirFloss is a breakthrough interproximal cleaning device that provides people with an easy and effective way to clean in-between their teeth, without the hassle and mess of string floss.

"Research has shown that there are many barriers that prevent people from flossing regularly, from time and convenience, to dexterity,'' said Erik Hollander, Sr. Marketing Director at Philips Consumer Lifestyle. "AirFloss was designed to make flossing easier and less time-consuming, and the oral health benefits are indisputable."

According to a survey conducted on behalf of Philips Sonicare, one out of two Americans admit they do not floss as much as they should, and with 80 percent of Americans suffering from some form of periodontal disease(1), there is significant room for improvement.

With this insight in mind, Philips Sonicare created AirFloss to simplify this every day task, and during Philips' consumer testing, 86 percent of users found it easier to use than string floss(2).  Sonicare AirFloss was also designed to maximize plaque removal and improve gum health.  Studies found that it is clinically proven to  remove up to 99 percent more plaque in-between teeth than brushing with a manual toothbrush alone(3).

Sonicare AirFloss uses microburst technology, a rapid burst of air and water droplets, to push plaque and bacteria from in between teeth. The microburst is directed using a nozzle guidance tip that ensures targeted cleaning between teeth, and the point and click one-button operation cleans the entire mouth with less than one teaspoon of water in less than a minute.  It has an ergonomically designed handle and angled nozzle to access all areas of the mouth and its cordless, rechargeable handle fits on the same charger as the Sonicare FlexCare+.

Consumers can win a Philips Sonicare AirFloss by visiting www.Facebook.com/PhilipsSonicare and taking the quiz on the "Love Sonicare" tab.

Sonicare DiamondClean

Philips Sonicare DiamondClean takes power toothbrushing to its most sophisticated level yet.  It harnesses Philips Sonicare's patented sonic technology to produce a powerful dynamic cleaning action for a difference that users can see and feel. DiamondClean is gentler on teeth and gums than a manual toothbrush, helping to keep teeth stronger and healthier for longer.

DiamondClean is clinically proven to remove up to 100 percent of plaque from hard-to- reach places than a manual toothbrush and to improve gum health in just two weeks(4). It is also clinically proven to whiten teeth in one week and protect against gum irritation and recession to help reduce sensitivity(5).

With five brushing modes, users can customize their brushing experience to their needs, while DiamondClean delivers a "unique whole mouth clean" feeling. The modes include Clean, White, Polish, Gum Care and Sensitive.

Sonicare DiamondClean brush heads have a new diamond-cut shape for a more efficient brushing experience, with 44 percent more bristles than the standard Philips Sonicare ProResults brush heads. It also features the latest in inductive technology to charge the toothbrush in a sleek glass cup that doubles as a drinking glass and comes with a travel case that allows for easy charging via USB port.

For more information about Philips Sonicare AirFloss and DiamondClean 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.

(1) National Institute of Dental and Craniofacial Research (NIDCR)

(2) An Ease of Use Study to Evaluate Philips Sonicare AirFloss, String Floss and the Waterpik Waterflosser (IHUT). S. Krell, A. Kaler, J. Wei.

(3) 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.

(4) Plaque removal efficacy of two novel Philips Sonicare DiamondClean brush heads, Putt M, Milleman J, DeLaurenti M, Schmitt P. Data on file, 2010

(5) Evaluation of stain removal by Philips Sonicare DiamondClean power toothbrush and manual toothbrushes, Colgan P, DeLaurenti M, Johnson M, Jenkins W, Strate J. Data on file, 2010

SOURCE Philips Sonicare