Philips Sonicare Unveils New FlexCare Platinum Toothbrush That Removes Up to 7x More Plaque Between Teeth than a Manual Toothbrush

STAMFORD, Conn., Sept. 18, 2013 /PRNewswire/ -- Philips Sonicare, the #1 recommended power toothbrush brand by U.S. dental professionals, is elevating the power toothbrush category with the introduction of its latest innovation, FlexCare Platinum. With approximately half of American adults suffering from mild, moderate or severe gum disease¹, Sonicare FlexCare Platinum provides a dental professional-driven solution, removing up to 7x more plaque between teeth than a manual toothbrush² and improving gum health in just two weeks.  Equipped with sonic technology, the brush provides a unique dynamic cleaning action that gently and effectively reaches deep between teeth and along the gum line for a brushing experience unlike any other power toothbrush.

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"Philips is committed to improving peoples' oral health by developing differentiated products that enhance their existing routines with the very best in technology and user experience," said Boon Lai, vice president & marketing director for Philips Consumer Lifestyle. "Our innovation is guided by real consumer needs and insights from dental professionals – and we're proud to be able to work so closely with the dental professional community and earn their valuable recommendation."

To fully understand and validate consumer needs, dental professionals are an integral part of the brand's product development process. Sonicare FlexCare Platinum's key features and benefits were derived from dental professional insights, honing in on experiences they have with their patients in the chair every day. 

Dental Professional Insights Inform Breakthrough Product Features

Sonicare FlexCare Platinum's extensive plaque removal capabilities are thanks in part to the new InterCare Brush Head, which has bristles of different lengths to clean different parts of the teeth and gums. The extra-long bristles reach deep between teeth, while other bristles gently remove plaque from along the gum line, and polish and clean teeth for a whiter color. The American Dental Association recommends that users change brush heads approximately every three months for optimal plaque removal³, so the InterCare brush head also has reminder bristles that fade to indicate when it's ready to be replaced.  

To help guide the user experience and ensure optimal results, Sonicare FlexCare Platinum also addresses aggressive brushing, which can damage teeth and gums with an intuitive Pressure Sensor to guide proper brushing technique. The handle gently vibrates when too much pressure is applied, alerting the user that they are brushing too hard.

Just as dental professionals customize the treatment of their patients, users can customize their brushing experience with a total of nine possible brushing combinations. Users can choose from three individual brushing modes (Clean, White and Gum Care) and three corresponding intensity settings (High, Medium and Low) to deliver a unique cleaning action suited for their specific needs.

Pricing and Availability

Sonicare FlexCare Platinum is available now at select retailers, with full retail availability by mid-September 2013, for a suggested retail price of $179.99. A model with a UV sanitizer that removes up to 99 percent of select bacteria from the InterCare brush head is also available, for a suggested retail price of $199.99.

In addition to being the #1 power toothbrush brand recommended by dental professionals, Philips Sonicare FlexCare Platinum offers a better clean than competitors; it removes up to 25 percent more plaque than Oral-B Professional Care 5000⁴ after a single use of each toothbrush. Use Sonicare FlexCare Platinum for 90 days and if you are not 100% satisfied, Philips will provide a full refund.

Visit Sonicare.com for more information on Sonicare FlexCare Platinum and the entire range of Sonicare power toothbrushes that are designed with dental professional insights and specific consumer needs in mind, and become a fan on Facebook and Twitter.

¹Centers for Disease Control (CDC), Prevalence of Periodontitis in Adults in the United States, Eke P.I., Dye B.A., Wei L, Thornton-Evans, G.O.²Comparison of gingivitis and plaque reduction over time by Philips Sonicare FlexCare Platinum and a manual toothbrush, Ward M, Argosino K, Jenkins W, Milleman J, Milleman K, Nelson M, Souza S
³ American Dental Association (ADA)
⁴ Comparison of Plaque Removal by Sonicare FlexCare Platinum and Oral-B Professional Care 5000 with Smart Guide: Defenbaugh J, Liu T, Souza S, Ward M, Jenkins W, Colgan P. Data on file, 2013

About Royal Philips:

Royal Philips (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 116,000 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 and oral healthcare. News from Philips is located at www.philips.com/newscenter.

SOURCE Royal Philips