Oral B in electric brush 'value' line

June 2005
Marketing (00253650);6/29/2005, p4
Trade Publication
The article reports that dental hygiene products company Oral-B is aiming to undercut rivals including Colgate-Palmolive Co. and Procter and Gamble Co. with a value electric rechargeable toothbrush range. The line, badged Vitality, will comprise two products, called Pro-White and DualClean. The toothbrushes cost 24.99 pound--cheaper than brands such as Philips Sonicare, which is priced between 60 pound to 130 pound--and have interchangeable heads. Entry level-priced products are seen as crucial within the oral care industry for recruiting consumers from the manual toothbrush market.


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