Announced Oral-B, a leading manufacturer of innovations designed to take care of the mouth, the launch of a toothbrush technology iO™ innovative in the region, to provide an advanced level of care, cleaning teeth professionally a day from the comfort of home. The brand launches this new brush, as part of its range of electric toothbrushes, after six years of extensive product research and development, with more than 250 patents from around the world. The iO™ toothbrush is proud of its market leadership and distinction, especially after receiving the CES 2020 Innovation Award in recognition of its advanced technology.
The UAE will be the first market in the Middle East and Africa region that will see the launch of Oral-B's innovative iO™ electric toothbrush. Procter & Gamble is investing its efforts in creating advanced technologies and developing connected and smart products that change everyday consumer experiences, in line with Expo 2020 Dubai's agenda "Connecting Minds, Creating the Future".
The iO™ toothbrush combines the most advanced therapeutic performance and superior user experience, making it one of the most advanced oral care and hygiene products on the market.
The advanced brush has proven its capabilities in clinical trials, by providing a deep clean to the next level of teeth and gums, ensuring that users can take care of the mouth with ease and effectiveness. Users participating in the trials said that the Oral-B toothbrush with iO™ technology outperforms a manual toothbrush in more than one area, including:
100% plaque removal after eight weeks compared to a regular manual toothbrush
100% healthy gums after 1 week of use compared to a regular manual toothbrush.
Commenting on the launch, Paolo Zilliante, Senior Brand Manager, Oral Care Middle East, and Africa said: “We can say that the Oral-B iO™ toothbrush is completely different from the existing toothbrushes in the market, ushering in a new era in the world of brushing, with a real revolution in innovative oral care technology. The innovative brush was able to provide a true balance between effectiveness and expertise, building on many years of research and development under the supervision of leading experts in the sector. While setting new standards for evaluating the performance, ability, and efficiency of brushes in the field of brushing and sensation which it provides to consumers after use. This is truly a next-level brush, which I am sure will be exceptionally well received by users, who will enjoy a healthy and clean mouth and teeth. Procter & Gamble is developing its business to deliver experiences that exceed consumers' expectations in everyday products, in line with the UAE's digital transformation strategy.”
The iO™ toothbrush features a unique design with a frictionless magnetic motor that distributes energy more efficiently to the tips of the bristles, to provide a smooth, quiet and outstanding brushing experience. By combining oscillating circular brushing motions with gentle micro-vibrations, the new magnetic motor delivers superior cleaning power to the redesigned brush head for professionally clean teeth.
The iO™ toothbrush has been designed based on feedback from more than 1,800 consumers, with five key pillars in design features, capabilities, performance, and experiences:
STRAIGHT MAGNETIC SWIVEL MECHANISM: Designed to provide an efficient and enjoyable cleaning routine. This quiet, frictionless mechanism delivers harmonious and controlled vibrations while boosting energy efficiency at the tips of the bristles immediately upon application.
ULTIMATE CLEANING WITH INNOVATIVE, INTELLIGENT BRUSH HEAD DESIGN: The Oral-B toothbrush head features iO™ technology between oscillating, circular motions, and gentle micro-vibrations, for a complete, deep cleaning experience for all teeth. The brush head is innovatively designed with twisted bristles, and grouped into an ultra-dense bristle for a great brushing experience with the advanced brush.
Intelligent Bi-Directional Pressure Sensor: This sensor is a unique innovation, the first of its kind in oral care. It is characterized by its role in providing positive feedback when using the brush to clean the teeth, guiding and guiding users to the optimal pressure when brushing, and alerting them when pressing hard. The sensor features an intelligent variable speed motor that adjusts the frequency range to protect gums and enamel when in use.
Smart view with customized cleaning modes for a premium brush experience: An intuitive interface welcomes users, with coaching and guidance through the cleaning process. The brush features up to seven modes for an exceptionally customized experience.
3D AI Tracking on the Oral-B iO™ App Platform: This feature provides customized tracking with individual directions in real-time using AI technology, developed by logging thousands of brush strokes. The Oral-B iO™ brush features a simple and intelligent user interface that guides consumers through a two-minute cleaning session with 3D tracking across 16 areas (in the iO9 brush) for advanced cleaning with every use.
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