Colgate targets majority of world’s population still using manual toothbrushes with an affordable electric brush and promise of perfect brushing

Colgate Electric Toothbrush

Using a Nordic Semiconductor nRF52832 System-on-Chip (SoC) to provide Bluetooth wireless connectivity to a free partner smartphone app, the Colgate Electric Toothbrush shows in real-time how well the user is brushing across 16 (instead of market-standard 8) zones within the mouth. Because this is achieved at a better value than traditional ‘connected’ toothbrushes, Colgate says it is “democratizing” the market to provide access to all consumers

Nordic Semiconductor today announces that global oral hygiene giant, Colgate, is employing a Nordic nRF52832 SoC in its Colgate Electronic Toothbrush which Colgate says will offer a unique combination of value, performance, and aesthetic appearance compared to existing ‘connected’ electronic toothbrushes.

In doing so, Colgate says its affordable Colgate Electronic Toothbrush will “democratize” the previously “high end” connected toothbrush market by providing access to all consumers.

“The majority of people worldwide, as well as in North America, still use manual toothbrushes, and the fact is the average user simply does not brush well,” comments Derek Gordon, Colgate’s Head of Global Toothbrush Division. “It’s also a scientifically-proven fact that sonic-vibrating electric toothbrushes, when used correctly, are far superior to manual toothbrushes in terms of combating the number one cause of oral hygiene problems: plaque.”
Gordon continues: “Until now there has not been an affordable connected toothbrush that can teach users via precision brush coaching how to brush their teeth perfectly via a free, smartphone app. The Colgate Electric Toothbrush is being launched to address this inequality. Colgate’s ultimate goal is to improve the world’s oral health, and this connected brush is very much part of that."

In operation, the Colgate Electronic Toothbrush is paired to the free ‘Colgate Connect’ app on a smartphone which the user activates each time they brush their teeth to track precisely how well they brushed. Colgate says this will improve their brushing behavior almost immediately by encouraging them to spend more time brushing and improving brushing coverage, bringing them more in line with dentist recommendations.

The Colgate Connect app also stores the brushing events so the user can track performance over time. Colgate’s own research indicates that most users miss over 40 percent of plaque surfaces when brushing. The Colgate Electronic Toothbrush uses smart sensors to map zones in a user’s mouth to show them where to brush and where they missed.

The highly aesthetic design includes a slim silhouette and brush head that enables the brush to access every part of a user’s mouth. And for kids, Colgate has also developed a product called ‘Magik’. This uses augmented reality and a ‘Go Pirate’ game that turns brushing into a computer game where the better the child brushes the more game coins they get to collect. And the game can track a whole family
too, adding to the fun and motivation to brush properly. Colgate says for parents that struggle with getting their young kids to brush, it’s nothing short of a “God send”.

“It’s not often that a semiconductor company helps enable a product that could genuinely help improve the health of millions of people worldwide,” comments Geir Langeland, Nordic Semiconductor Director of Sales & Marketing, “but this is one of those products. And with studies indicating a possible link between poor oral hygiene and heart disease, for example, how well we brush our teeth is extremely important.”

The Colgate Electronic Toothbrush will be available in two versions: a two-AAA battery-powered model, and a rechargeable battery model.