Philips Sonicare Unveils New FlexCare Platinum Toothbrush That Removes Up to 7x More Plaque Between Teeth than a Manual

 Philips Sonicare Unveils New FlexCare Platinum Toothbrush That Removes Up to
            7x More Plaque Between Teeth than a Manual Toothbrush

Innovative cleaning technology is rooted in dental professional insights for
superior results -

PR Newswire

STAMFORD, Conn., Sept. 18, 2013

STAMFORD, Conn., Sept. 18, 2013 /PRNewswire/ --Philips Sonicare, the #1
recommended power toothbrush brand by U.S. dental professionals, is elevating
the power toothbrush category with the introduction of its latest innovation,
FlexCare Platinum. With approximately half of American adults suffering from
mild, moderate or severe gum disease¹, Sonicare FlexCare Platinum provides a
dental professional-driven solution, removing up to 7x more plaque between
teeth than a manual toothbrush² and improving gum health in just two weeks.
Equipped with sonic technology, the brush provides a unique dynamic cleaning
action that gently and effectively reaches deep between teeth and along the
gum line for a brushing experience unlike any other power toothbrush.

(Photo: )

"Philips is committed to improving peoples' oral health by developing
differentiated products that enhance their existing routines with the very
best in technology and user experience," said Boon Lai, vice president &
marketing director for Philips Consumer Lifestyle. "Our innovation is guided
by real consumer needs and insights from dental professionals – and we're
proud to be able to work so closely with the dental professional community and
earn their valuable recommendation."

To fully understand and validate consumer needs, dental professionals are an
integral part of the brand's product development process. Sonicare FlexCare
Platinum's key features and benefits were derived from dental professional
insights, honing in on experiences they have with their patients in the chair
every day.

Dental Professional Insights Inform Breakthrough Product Features

Sonicare FlexCare Platinum's extensive plaque removal capabilities are thanks
in part to the new InterCare Brush Head, which has bristles of different
lengths to clean different parts of the teeth and gums. The extra-long
bristles reach deep between teeth, while other bristles gently remove plaque
from along the gum line, and polish and clean teeth for a whiter color. The
American Dental Association recommends that users change brush heads
approximately every three months for optimal plaque removal³, so the InterCare
brush head also has reminder bristles that fade to indicate when it's ready to
be replaced.

To help guide the user experience and ensure optimal results, Sonicare
FlexCare Platinum also addresses aggressive brushing, which can damage teeth
and gums with an intuitive Pressure Sensor to guide proper brushing technique.
The handle gently vibrates when too much pressure is applied, alerting the
user that they are brushing too hard.

Just as dental professionals customize the treatment of their patients, users
can customize their brushing experience with a total of nine possible brushing
combinations. Users can choose from three individual brushing modes (Clean,
White and Gum Care) and three corresponding intensity settings (High, Medium
and Low) to deliver a unique cleaning action suited for their specific needs.

Pricing and Availability

Sonicare FlexCare Platinum is available now at select retailers, with full
retail availability by mid-September 2013, for a suggested retail price of
$179.99. A model with a UV sanitizer that removes up to 99 percent of select
bacteria from the InterCare brush head is also available, for a suggested
retail price of $199.99.

In addition to being the #1 power toothbrush brand recommended by dental
professionals, Philips Sonicare FlexCare Platinum offers a better clean than
competitors; it removes up to 25 percent more plaque than Oral-B Professional
Care 5000^4 after a single use of each toothbrush. Use Sonicare FlexCare
Platinum for 90 days and if you are not 100% satisfied, Philips will provide a
full refund.

Visit for more information on Sonicare FlexCare Platinum and the
entire range of Sonicare power toothbrushes that are designed with dental
professional insights and specific consumer needs in mind, and become a fan on
Facebook and Twitter.

¹Centers for Disease Control (CDC), Prevalence of Periodontitis in Adults in
the United States, Eke P.I., Dye B.A., Wei L, Thornton-Evans, G.O.²Comparison
of gingivitis and plaque reduction over time by Philips Sonicare FlexCare
Platinum and a manual toothbrush, Ward M, Argosino K, Jenkins W, Milleman J,
Milleman K, Nelson M, Souza S
³ American Dental Association (ADA)
^4 Comparison of Plaque Removal by Sonicare FlexCare Platinum and Oral-B
Professional Care 5000 with Smart Guide: Defenbaugh J, Liu T, Souza S, Ward M,
Jenkins W, Colgan P. Data on file, 2013

About Royal Philips:

Royal Philips (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 2012 sales of EUR 24.8 billion and employs
approximately 116,000 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 and oral healthcare. News from Philips is
located at

SOURCE Royal Philips

Contact: Heather Salvatore, Manager, Public Relations, Philips Consumer
Lifestyle, Tel: +1 203 351 5033, E-mail:; or
Anna Boisvert, Senior Associate, Emanate, Tel: +1 212 805 8048, E-mail:
Press spacebar to pause and continue. Press esc to stop.