Procter & Gamble is launching a toothbrush that tells users how to brush their teeth effectively. Oral-B Triumph SmartGuide, which will retail at just under £140, is an electric toothbrush with a separate wireless display that tracks brushing time. It also shows which part of the mouth the user should be brushing and for how long. Other features of the product, which is being rolled out this month, include advice on when the brushhead needs changing and four cleaning modes: sensitive brushing, massage function, a visual pressure sensor and a polishing mode that promises natural whitening in 21 days. Different brushheads can also be used on the device so the handle can be used by more than one person - making it suitable for a family to share. The brush even features a clock. "It is the most technologically advanced toothbrush to date and is a great product for retailers to stock to tap into the profit opportunity," said brand manager Steven Davey. "It has been designed for consumers who want the best for their teeth and are prepared to pay for it." However, Davey warned that, to get the maximum potential from the launch, retailers would need to communicate the benefits of the brush clearly at point of sale. "Consumer confusion over power brushing can act as a permanent barrier to entry and often leads to a default purchase where the price becomes the key factor rather than the benefits," he said. Added value products, including electric toothbrushes and teeth-whitening kits, have helped the oral care market rise 6.6% in value sales in the past year, according to TNS [52 w/e 25 February, 2007]. The launch will be supported by TV and print ads.

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