Gillette Announces New Braun Oral-B Power Product Portfolio for 2001; Three New Power Toothbrush Models Extend Brand's Global Presence.Business Editors BOSTON--(BUSINESS WIRE)--Nov. 29, 2000 Declaring 2001 to be "the year of power," The Gillette Company today announced the global launch of three new power toothbrush toothbrush, n a handheld device with an arrangement of bristles at one end, and a handle designed to reach effectively all exposed surfaces of the teeth and gingiva. products in 2001. The three products - all to be marketed under the Braun Oral-B(R) brand - extend the Company's presence across the entire spectrum of plaque removal products and offer a range of features for adults and children. Leading the portfolio is the Braun Oral-B(R) 3D Excel, a new, top-of-the-line power toothbrush that offers significant sensory benefits and state-of-the-art plaque removal capability. Also announced today are the Braun Oral-B(R) Kids' Power Toothbrush, designed specifically for the oral care needs of children, and the Braun Oral-B(R) Battery Toothbrush, offering the performance of a power toothbrush at an entry-level price. "The introduction of three major power products - a launch whose scope is unprecedented in the history of the oral care category - testifies to Gillette's strong commitment to this business," said John Darman, senior vice president, Oral Care, The Gillette Company. "This new product portfolio strengthens Braun Oral-B's position as the category leader in power oral care by offering a range of products that can help improve oral health for every consumer at every age and at every price point." Braun Oral-B is the global leader in power oral care products, with a 68 percent value share of the worldwide market. These three new products are expected to strengthen this leadership position, while significantly accelerating the growth of Gillette's oral care business. Braun Oral-B 3D Excel The Braun Oral-B 3D Excel power toothbrush builds upon the innovations pioneered by the Braun Oral-B 3D model, most notably a patented technology that combines high-speed in-and-out pulsations with side-to-side oscillations oscillations See Cortical oscillations. . The new 3D Excel power toothbrush doubles the number of pulsations from 20,000 to 40,000 per minute, while the brushhead oscillates from side to side at a rate of 7,600 movements per minute. At 40,000 pulsations per minute, the 3D Excel is the fastest pulsating power toothbrush available. The result is a remarkably clean, fresh feeling similar to that experienced after a professional cleaning. The 3D Excel also outperforms ordinary toothbrushes in the key areas of plaque removal, gingivitis gingivitis (jĭn'jəvī`tĭs), inflammation of the gums. It may be acute, subacute, chronic, or recurrent. The gums usually become red, swollen, and spongy, and bleed easily. reduction and the reduction of gingival gingival (jin´j  v bleeding. It has been proven to be as gentle on teeth and gums as a soft manual toothbrush. Additional features include a new refill refill noun A second allotment of a prescription agent obtained from a pharmacy, which is allowed by the original prescription verb Pharmacology To obtain more of a particular drug, after the initially prescribed amount of the agent has been used or brushhead with FlexiSoft(R) bristles, which provide a gentle brushing sensation and include long Interdental interdental /in·ter·den·tal/ (-den´t'l) between the proximal surfaces of adjacent teeth in the same arch. in·ter·den·tal adj. 1. Located or made for use between the teeth. 2. Tips designed for cleaning between teeth. The product also features an ergonomic ergonomic - Concerning ergonomics or exhibitting good ergonimics. handle with a non-slip Control Grip that fits optimally into the palm of the hand for improved comfort, precision and safety, even when the handle is wet. The Braun Oral-B 3D Excel will begin shipping to drug, mass, department and specialty retailers in the first quarter of 2001 in Europe, second quarter of 2001 in North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , and will be available in all developed markets by the end of 2001. The suggested retail price of the Braun Oral-B 3D Excel power toothbrush will be $79.99 (U.S.). Braun Oral-B Kids' Power Toothbrush Recommended by dentists, the Braun Oral-B Kids' Power Toothbrush has been developed specifically for children over three years of age. It combines advanced power brushing technology with the fun of favorite Disney characters This is a currently incomplete list of Disney characters:
"Kids will be more eager to brush their teeth and will brush them longer, with the help of their favorite Disney characters, when they use the Braun Oral-B Kids' Power Toothbrush, the power toothbrush designed to help kids brush better," said Darman. The Braun Oral-B Kids' Power Toothbrush features a new, smaller brushhead to fit small mouths and reach all teeth better. With extra-soft bristles for gentle cleaning, the brush is uniquely designed with a longer row of bristles in the middle, allowing for optimal cleaning of chewing surfaces - a problem area for many children. Kids will be attracted to the new toothbrush's design, which comes in two color combinations, blue/yellow and purple/lilac, and includes kids' favorite cartoon characters on the brushhead, including such Disney characters as Mickey Mouse Mickey Mouse Famous character of Walt Disney's animated cartoons. He was introduced in Steamboat Willie (1928), the first animated cartoon with sound. Mickey was created by Disney, who also provided his high-pitched voice, and was usually drawn by the studio's head animator, , Donald Duck Donald Duck cantankerousness itself. [Comics: Horn, 216–217] See : Irascibility Donald Duck frustrated character jealous of Mickey Mouse. [Comics: Horn, 216–217] See : Jealousy and Goofy Goofy bumbling, awkward dog; originally named Dippy Dawg. [Comics: “Mickey Mouse” in Horn, 492] See : Awkwardness . The ergonomically shaped handle features a soft, contoured Squish squish v. squished, squish·ing, squish·es v.tr. To squeeze or crush together or into a flat mass; squash. v.intr. To emit the gurgling or sucking sound of soft mud being walked on. Grip(TM) for optimal fit in the palm of a child's hand for improved comfort and control. The Braun Oral-B Kids' Power Toothbrush will be available in select department stores This is a list of department stores. In the case of department store groups the location of the flagship store is given. This list does not include large specialist stores, which sometimes resemble department stores. , mass and specialty retailers in December 2000 in Europe, followed by additional international markets in early 2001 and North America in Fall 2001. It will retail at a suggested price of $39.99 (U.S.). Braun Oral-B Battery Toothbrush The Braun Oral-B Battery Toothbrush is an alkaline battery-powered toothbrush that will offer the performance of a power toothbrush at an entry-level price to consumers who want to improve their oral health. The Braun Oral-B Battery Toothbrush features the high-speed oscillating os·cil·late intr.v. os·cil·lat·ed, os·cil·lat·ing, os·cil·lates 1. To swing back and forth with a steady, uninterrupted rhythm. 2. brushing action pioneered by Braun Oral-B and includes proprietary features, which are unprecedented in the battery-powered toothbrush segment. The toothbrush includes the Oral-B cup-shaped brushhead, which encompasses the whole tooth as it gently cleans, as well as patented Interdental Tips - two elevated rows of bristles - to penetrate hard-to-reach areas that ordinary toothbrushes may miss. Like all power and manual toothbrushes from Gillette Oral Care, the Braun Oral-B Battery Toothbrush features proprietary Indicator(R) bristle bristle 1. the thick strong animal fibers collected at commercial abattoirs for use in brushes. 2. the sharp serrated awns of grass and some cereal seeds that confer a capacity to penetrate normal skin and mucosa and to cause ulcerative stomatitis, grass seed abscess and the like. technology to monitor brushhead wear. Water-resistant, the Braun Oral-B Battery Toothbrush handle is ergonomically designed with a soft grip for full control, even when the toothbrush is wet, and is available in two fresh color combinations: white/blue and white/green. Two Duracell(R) Ultra AA-size alkaline batteries and a practical travel cap are also included. The Braun Oral-B Battery Toothbrush will be introduced in food, drug and mass retailers starting in the second quarter of 2001 in North America and Europe. The roll-out will penetrate all regions by the end of 2001. The suggested retail price is $19.99 (U.S.). Gillette Oral Care The Gillette Oral Care business reflects the combination of Oral-B (manual toothbrushes and dental products) and Braun Oral-B (power toothbrushes) into one organization. The combined unit is the global leader in the $4.5 billion toothbrush market. The power oral care portion of the business is the fastest growing segment in the Gillette portfolio, with average annual sales growth of 22% over the past five years and a 68 percent value share of the worldwide market. Gillette has invested more than $30 million in research and development and capital equipment to bring the 2001 power product line to market. The Company also plans to spend approximately $100 million in marketing support behind the new product line in its first year at retail. Awareness and trial will be driven by a communications campaign that includes television, print and Internet advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. ; dental professional programs; consumer and trade promotions; point-of-sale and in-pack communications. Gillette Oral Care is the worldwide leader in both the manual and power toothbrush markets with products marketed under its Oral-B and Braun Oral-B trademarks. The Oral-B brand also includes interdental products such as dental floss dental floss n. A waxed or unwaxed thread used to remove food particles and plaque from the teeth. , as well as toothbrushes and toothpaste for children. Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation epilation /ep·i·la·tion/ (-la´shun) depilation. ep·i·la·tion n. The act or result of removing hair, as by mechanical or chemical means. Also called depilation. devices. In addition, the Company is the world leader in alkaline batteries. Braun is a trademark of Braun GmbH, Kronberg/Ts., Germany. |
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