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Beginnings
The Sonicare story began in the late 80s, when it was introduced as the first sonic toothbrush. Today, Sonicare is changing the way people brush their teeth
around the world.
Developed in cooperation with a team of periodontists and bioengineers at the University of Washington in Seattle, Sonicare’s success is due to one key
factor — user experience has confirmed that it works. More than 140 published studies and abstracts conducted at 40 universities worldwide have proven
the Sonicare power toothbrush to be highly effective in fundamental areas of oral health, such as plaque removal, gum health and stain removal.
The early years
Sonicare was the brainchild of David Giuliani. In 1987, together with University of Washington professors David Engel and Roy Martin, he formed Optiva
Corporation to promote a new, innovative dental hygiene device based on sonic technology, inspired by the technology used in dental practices.
Sonicare Worldwide
In October 2000, Philips Domestic Appliances and Personal Care (DAP), a division of Royal Philips Electronics, acquired Optiva Corporation — now known
as Philips Oral Healthcare. Sonicare fits perfectly into Philips’ overall strategy to focus on healthcare, lifestyle and technology, and the
acquisition immediately put the company at the leading edge of new innovations in oral healthcare.
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Photo: Doug Walker | www.walkerphoto.com
Philips Oral Healthcare is now a leading provider of rechargeable power toothbrushes in the U.S. and is recognized
around the world as a pioneer in the sonic toothbrush category. By October 2002, the Philips Sonicare product was
being described by Forbes Global as “the Rolls-Royce of the power toothbrush market” at the American Dental
Association annual meeting.
Philips used its research and development know-how to create the next generation
of power toothbrushes, the Sonicare FlexCare+ and
Sonicare HealthyWhite. Sonicare is well on its way to becoming one of the best-selling premium
power toothbrushes in the oral care category with over 16 million current users worldwide.
Most recently, Philips Oral Health expanded their Sonicare portfolio with the introduction of the
second generation FlexCare+ and the first ever
Sonicare For Kids. With these additions, Sonicare offers complete product line—enabling dental
professionals to recommend a Sonicare solution for virtually every dental condition.
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