Philips launches UK flossing awareness campaign

Philips has announced the launch of a new UK promotional campaign designed to encourage consumers to floss more regularly.

The Sonicare AirFloss Challenge will be carried out via social media with the aim of promoting its Philips Sonicare AirFloss device, which uses microburst technology to remove plaque from between teeth and improve gum health.

It comes in response to a recent study by Philips which revealed that three-quarters of the UK population are risking gum disease by not flossing every day, despite warnings from dentists.

Common reasons for this include the perceived hassle of flossing, while a fifth of people say it causes them pain.

Jodie Bridge, senior marketing manager at Philips Oral Healthcare, said: "Sonicare AirFloss was developed to improve oral health with an easy-to-use device that consumers will love to use daily."

The device allows users to clean between all of their teeth in 60 seconds, removing 99 percent more plaque than brushing alone.