pro-expert-rangeOral-B® Pro-Expert – A consolidated range of premium manual toothbrushes designed to provide consumers with discernable end-benefits from manual brushing.

Oral-B®, the leading brand within the UK toothbrush market, is introducing a range of manual toothbrushes under the Oral-B® Pro-Expert name, to communicate the end-benefits of its premium manual brushes to manual toothbrush devotees. The Oral-B® Pro-Expert range will be hitting shelves from 1st February 2010.

The Oral-B® Pro-Expert range will feature comprehensive new packaging designs developed to make it easier for consumers to choose the right brush to meet their specific requirements. The objective is to provide manual toothbrush enthusiasts with the optimum experience and thereby increase brand loyalty and repeat purchase.

Oral-B® manual brushes are currently worth £33.3m*, illustrating the profit potential still yielded by manual toothbrushes. The Oral-B® Pro-Expert range incorporates Oral-B’s most successful manual product series; Oral-B® CrossAction Complete and Oral-B® Pulsar.

Commenting on the new Oral-B Pro-Expert range, Oral Care Business Leader at P&G Jo Buckley says, “Oral-B prides itself on providing consumers with the highest quality toothbrushes. We’re delighted to announce the launch of the Oral-B Pro-Expert range – an unrivalled premium manual offering to target manual toothbrush loyalists, as well as to encourage new users into the category.

“The brushes in the Oral-B Pro-Expert range demonstrate superior cleaning properties each with their own unique benefits such as gum care and enamel protection. As consumers become increasingly conscious about their oral care routine, it is important for us to provide them with quality brushes that will meet their individual needs and encourage repeat purchase which will in turn boost retailer profits.”

* IRI value sales 12 months ending November 2009

ORAL-B® PRO-EXPERT RANGE

ORAL-B® CROSSACTION SERIES:

The brand’s most popular and clinically proven family of brushes with unique Crisscross bristles angled in opposing directions to lift & sweep away plaque.

Oral-B® Pro-Expert CrossAction Professional

• Provides 7 oral care benefits including; indicator bristles – alerting user when to change brush, tongue & mouth cleaner at back of brush and gum massager.

• Removes up to 99% of plaque in hard to reach areas.

Oral-B® Pro-Expert CrossAction GumCare

• Helps improve gum health

• Removes up to 99% of plaque in hard to reach areas.

Oral-B® Pro-Expert CrossAction Superior Clean

• Removes up to 90% of hard to reach plaque

Oral-B® Pro-Expert CrossAction Enamel Protection

• Extra soft bristles help protect enamel

ORAL-B PULSAR SERIES:

Oral-B® Pulsar features MicroPulse™ bristles that pivot back and forth to penetrate deep between teeth and clean along the gum-line

Oral-B® Pro-Expert Pulsar Professional

• Vibrating Bristles for a deep clean

Oral-B® Pro-Expert Pulsar GumCare

• Cleans deep & stimulates gums

Oral-B® trade contact number – 0800 7311 792 For details on Oral-B’s products visit www.oral-b.com/uk

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