P&G unveils 140 toothbrush that can teach oral hygiene

Procter & Gamble is launching a “smart” toothbrush that will tell users how to brush their teeth. The Oral-B Triumph SmartGuide will be launched later this month.

The technically advanced toothbrush has a separate wireless LCD display that indicates when to change brushing position using a visual display of the mouth. It is also able to sense when the user is applying an incorrect amount of pressure while brushing.

Oral-B brand manager Steven Davey says: “It is the most advanced toothbrush to date. Its wide range of features enable users to maximise their toothbrushing.”

The rechargeable brush will be positioned as a premium product and will cost £139.99. It has a variety of features, including settings for sensitive teeth, a gum-massage function and a polishing mode. It can also alert the user to when the head needs changing.

The toothbrush will be backed by a major advertising campaign later in the year, which will include television and print campaigns, and will form a key part of P&G’s Christmas advertising push.

There will be an in-store and PR campaign to support the brush’s launch. Davey says that retailers will be encouraged to communicate the unusual features of the brush to distinguish it from other power brushes, so consumers do not make a purchase decision based on price alone.