Colgate demonstrates new electric toothbrush benefits to industry

Colgate has held a special event at London's Gherkin building in order to demonstrate the benefits of its new electric toothbrush to industry stakeholders.

The company met with key decision makers and specialists in dentistry to talk through the unique advantages of its next-generation Colgate ProClinical A1500 toothbrush.

Designed to improve plaque removal along the gingival margin and interproximal plaque reduction, the new product has been shown in clinical studies to deliver enhanced oral health outcomes.

Dr Fotinos Panagakos, Colgate's director of clinical research, said: "The sensors built into this new electric toothbrush actually sense where the toothbrush is orientated in the mouth to adjust the sonic frequency and the motion of the head."

Colgate is entering the electric toothbrush market for the first time after recently agreeing a new technology partnership with Omron Healthcare.

Announced last month, the deal aims to translate Colgate's market-leading position in the manual toothbrush sector into a lucrative new commercial area.