Oral-B introduces high end toothbrush

Fancy new CrossAction Vitalizer brush could provide a nice boost to retailer's profit margins.

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By  David Ingham Published  July 5, 2005

Oral B, a Gillette company, has introduced a potentially revolutionary new manual toothbrush in the region. According to the oral health specialist, the CrossAction Vitalizer is 'clinically proven' to remove up to 90% of plaque and improve gum health in just four weeks. With a price tag of around US $6, the product could provide a nice boost to retailers' bottom lines. Oral-B estimates the GCC toothbrush market to be worth around US $37 million a year. ”We expect Oral-B CrossAction Vitalizer to drive the expansion of the premium performance manual toothbrushes segment in this region," said Ranu Kawatra, regional business director, oral care, Gillette Middle East and Africa. "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.”

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