Philips Sonicare Leaps 5,000 Years of Technology; encourages an estimated 70% of Americans to enter a new era of oral

Philips Sonicare Leaps 5,000 Years of Technology; encourages an estimated 70%
              of Americans to enter a new era of oral healthcare

PR Newswire

NEW YORK, Oct. 23, 2012

NEW YORK, Oct. 23, 2012 /PRNewswire/ -- Philips Sonicare today unearthed a
trove of ancient artifacts in New York City's Madison Square Park, including a
5,000-year-old technology that is still being used in millions of homes across
the country – the manual toothbrush!

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Despite adopting new technology at a rapid rate, the majority of consumers
haven't held their oral healthcare to the same standard. Over 70% of U.S.
households still own a manual toothbrush, a stick with bristles that generally
dates back thousands of years. However, modern day research indicates that
Philips Sonicare power toothbrushes provide more brush strokes in two minutes
than a manual toothbrush can achieve in one month!

"Technology is a great enabler for people to enhance their personal wellbeing,
however, even the most tech savvy consumers have yet to realize the benefits
that technology can bring to their oral care routine," said Boon Lai, Senior
Director, Philips Consumer Lifestyle. "Why settle for ancient technology when
simply switching from a manual toothbrush to Philips Sonicare can deliver a
better dental check-up in 45 days – guaranteed or your money back!"

Philips Sonicare, the number-one dental professional recommended power
toothbrush brand in the U.S., has a long history of technology and innovation.
The brand's newest product, DiamondClean, takes power tooth brushing to a new
level of clean, with up to 31,000 brush strokes per minute and removes up to
100% more plaque than a manual toothbrush in hard-to-reach areas.

Known for his ability to forage through Americans' homes to find surprising
discoveries, Mike Wolfe from the History Channel's "American Pickers" is
teaming up with Philips Sonicare to celebrate its discovery at The Great Dig,
where New Yorkers will be able to "excavate" these relics.

"As an 'old things' junkie, bygone artifacts that exist right under people's
noses never fail to amaze me," said Wolfe. "I'm excited to help shed some
light on this discovery, so consumers can see how much this prehistoric
'stick' with bristles has advanced over the last 5,000 years."

Philips Sonicare is encouraging all consumers to take a five-thousand-year
leap and join the conversation on Facebook (
Consumers can also enter to win Philips Sonicare products by sharing photos on
Instagram (#StickWithTech) of how they've addressed their technology blind
spot by turning to a Philips Sonicare.

About Royal Philips Electronics

Royal Philips Electronics (NYSE: PHG, AEX: PHIA) is a diversified health and
well-being company, focused on improving people's lives through meaningful
innovation in the areas of Healthcare, Consumer Lifestyle and Lighting.
Headquartered in the Netherlands, Philips posted 2011 sales of EUR 22.6
billion and employs approximately 121,000 employees with sales and services in
more than 100 countries. The company is a leader in cardiac care, acute care
and home healthcare, energy efficient lighting solutions and new lighting
applications, as well as male shaving and grooming, home and portable
entertainment and oral healthcare. News from Philips is located at

SOURCE Philips Sonicare

Contact: Heather Jackson Salvatore, Manager, Public Relations, Philips
Consumer Lifestyle, +1-203-351-5033,; Anna
Boisvert, Senior Associate, Emanate, +1-212-805-8048,
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