Oral B, a Gillette company and the brand used by more dentists worldwide, has launched in the Middle East its Oral-B® CrossAction® Vitalizer®, a manual toothbrush that is clinically proven to remove up to 90% of plaque combined with improvement of gum health in just four weeks. The company said that the new manual toothbrush is a premium product compared to other toothbrushes in the market and is expected to gain a large share of the toothbrushes market in the GCC, estimated to be at $37 million.
Ranu Kawatra, Regional Business Director, Oral Care, Gillette Middle East and Africa said: ”For more than 50 years, Oral-B has been producing the highest quality toothbrushes for both, adults and children. In the Middle East, Oral-B also led the transformation of manual toothbrushes segment from high volume, lower quality toothbrushes, to high volume sales of manual, but also technologically advanced toothbrushes.”
He continued:” In fact, Oral-B launched the first premium manual toothbrush in this market in 2002 with the introduction of Oral-B CrossAction, a toothbrush that created a whole new segment for the retail industry and delivered on Oral-B ‘s commitment to enable consumers to have healthier mouths and more attractive smiles for life.”
The new CrossAction Vitalizer toothbrush combines three innovative technologies developed and patented by Oral-B: The CrissCross® bristles technology that allows deep bristles penetration between the teeth, the Power Tip bristles that help brushing teeth at the back that are usually more difficult to reach and the gum stimulators positioned on either side of the brushhead to massage gums while brushing. Oral-B CrossAction Vitalizer has been clinically proven to significantly reduce gingivitis in only four weeks and reduce plaque between teeth by as much as 90 percent after one brush. The toothbrush comes with two rows of soft gum stimulators, positioned on either side of the brushhead to massage gums while brushing.
As with all Oral-B brushes, Oral-B CrossAction Vitalizer, too, includes the patented blue Indicator® bristles, which when they fade halfway, indicate that it is time to replace the brush. Dentists recommend consumers to change their brush every three months. The brush is mounted on a wide, ergonomically designed handle that fits comfortably in the hand and offers a secure grip to manoeuvre the brush with precision.
CrossAction® Vitalizer® is available the Middle East markets through supermarkets and pharmacies and other point of sale, in four different translucent handle colours: aqua, indigo, chartreuse and raspberry.
Kawatra ended saying:” We expect Oral-B CrossAction Vitalizer to drive the expansion of the premium performance manual toothbrushes segment in this region. With CrossAction Vitalizer, consumers will find more then enough reasons to start smiling. The new toothbrush delivers technologically superior and clinically endorsed benefits that maintain and improve gum and whole mouth health.”
About Gillette Oral Care
With its Oral-B products, The Gillette Company is a worldwide leader in the $5 billion oral care market. The brand includes manual and power toothbrushes for children and adults, oral irrigators and oral care centers and interdental products, such as dental floss. Oral-B manual toothbrushes, the foundation and largest category of The Gillette Company’s thriving oral care business, are used by more dentists and consumers than any other brand in the U.S. and many international markets. Now, Rembrandt Oral Care Products, which pioneered the tooth whitening category over a decade ago, has become part of the Gillette Oral Care family.
