Company: Procter & Gamble
RSP: £139.99
Market size: £773m
The competition: Philips, Visiq
The consumer
There's no doubting that this is a spankingly good toothbrush. It cleaned my teeth; it massaged my gums; it timed my brushing; it even told me off for brushing too hard. In fact, this brush did everything - without being too complicated and left my teeth feeling, and looking, cleaner. Then again I'd expect it to. The brush may have improved my smile, but that disappeared when I saw the price. Who would spend £139.99 on a toothbrush, especially in the current climate? Four stars (out of five)
Alan Burrows, master builder, Plymouth
The retailer
I've used electric toothbrushes before but this was excellent. It provided a fast and thorough clean that made my teeth feel they had been seen by a hygienist. The monitor and flashing bits were all quirky and fun and made me think this would appeal to gadget-loving blokes. I expect its sales will rise at Christmas because it's on a cut-price offer in some outlets. But some people would be deterred by the gunk that might build up on the toothbrush stand. Three stars
Nigel Ashton, business manager, Nisa-Today's
The Grocer
Initially I couldn't believe a toothbrush existed that would be worth £140 but I have shifted my view. There is a definite improvement in the level of cleanliness of my teeth compared with that provided by any other brush I have ever tried and the timer ensures I spend a full two minutes brushing even when I'm in a rush. The slick design will also appeal to gadget lovers and overall this is a good value purchase. Four stars
Robyn Lewis, food & drink editor
RSP: £139.99
Market size: £773m
The competition: Philips, Visiq
The consumer
There's no doubting that this is a spankingly good toothbrush. It cleaned my teeth; it massaged my gums; it timed my brushing; it even told me off for brushing too hard. In fact, this brush did everything - without being too complicated and left my teeth feeling, and looking, cleaner. Then again I'd expect it to. The brush may have improved my smile, but that disappeared when I saw the price. Who would spend £139.99 on a toothbrush, especially in the current climate? Four stars (out of five)
Alan Burrows, master builder, Plymouth
The retailer
I've used electric toothbrushes before but this was excellent. It provided a fast and thorough clean that made my teeth feel they had been seen by a hygienist. The monitor and flashing bits were all quirky and fun and made me think this would appeal to gadget-loving blokes. I expect its sales will rise at Christmas because it's on a cut-price offer in some outlets. But some people would be deterred by the gunk that might build up on the toothbrush stand. Three stars
Nigel Ashton, business manager, Nisa-Today's
The Grocer
Initially I couldn't believe a toothbrush existed that would be worth £140 but I have shifted my view. There is a definite improvement in the level of cleanliness of my teeth compared with that provided by any other brush I have ever tried and the timer ensures I spend a full two minutes brushing even when I'm in a rush. The slick design will also appeal to gadget lovers and overall this is a good value purchase. Four stars
Robyn Lewis, food & drink editor
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