Philips shines a light on consumer brushing techniques with its new connected proposition

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Press information
September 1, 2016
Philips shines a light on consumer brushing techniques with its new connected proposition

77% of users surveyed felt more motivated to brush vs. using a non-connected toothbrush
Berlin, Germany – At this year’s Internationale Funkausstellung (IFA) in Berlin, Germany, Royal Philips (NYSE: PHG, AEX: PHIA) today announced a range of new products that empower consumers to stay healthy, live well and enjoy life.
As part of this ongoing mission, Philips Sonicare has launched its first ever adult connected proposition. Using Smart Sensor technology, the Philips Sonicare FlexCare Platinum Connected, is designed to help consumers identify the areas of the mouth missed in their current brushing routine, so they no longer have to brush in the dark.

In a world where 90% of the global population will suffer from an oral disease during their lifetime1, Philips designed the Sonicare FlexCare Platinum Connected to help consumers achieve an exceptional clean for naturally whiter, healthier, happier smiles.

“At Philips, we are constantly looking to innovate and provide solutions using smart technology, which seamlessly fits into people’s everyday lives. Following the success of the Philips Sonicare for Kids Connected, our first adult proposition is the latest step towards improving consumer’s everyday oral hygiene routines.” said Sinead Kwant, Business Leader Oral Health Care, BG Health and Wellness. “The Philips Sonicare FlexCare Platinum Connected helps consumers improve their brushing technique, track their daily oral hygiene progress in real time and meet their goals, achieving noticeable results. We know that by making a few simple changes in their oral care routine we can help people prevent oral diseases, which in turn has a positive impact on their confidence and overall health and wellbeing.”
The Philips Sonicare FlexCare Platinum Connected syncs with the app via Bluetooth® to track brushing habits in real time and provides a personalized 3D Mouth Map to help coach consumers on their brushing technique. The app also features a ‘TouchUp’ program, allowing users to revisit spots that they may have missed the first time round. Its ‘Focus Areas’ feature allows dental practitioners to input personalized patient advice helping to maintain a great clean in-between check-ups. It also prompts users when they are due to replace their brush head to maintain a good oral care routine, and achieve the best results. Users have the option to order replacement brush heads directly from within the app.

Smart Sensor technology

New Smart Sensor technology provides personalized feedback on brushing habits every time the brush is used, including, where consumers are brushing too much or too little and how to achieve better coverage. The Philips Sonicare FlexCare Platinum Connected is able to map the user’s mouth through the Smart Sensors, without the use of a camera, meaning users have greater freedom to move when brushing allowing for a precise, complete clean and enjoyable experience.

  • Location sensors show where users are brushing too little to ensure better coverage of the mouth while brushing

  • Scrubbing sensors alert users when they are brushing too hard to reduce scrubbing for best technique

  • Pressure sensors track brushing pressure and alerts when and where too much pressure is applied, to protect gums

  • SmartTimer ensures users are brushing for the dental professional recommended time in each segment of their mouth

  • BrushPacer prompts users when it’s time for them to move to another segment of their mouth

Personalized coaching

The Philips Sonicare FlexCare Platinum Connected lets users set daily goals and track their progress using the Philips Sonicare app. With personalized coaching, tips and alerts, users’ brushing technique will improve over time, storing a running history of brushing data. This means users can easily review their performance and even share their progress reports with their dental professional.

Brush head performance monitor

The Philips Sonicare app includes a smart brush head performance monitor to track brush head effectiveness based on actual brushing time and pressure. Over time, the app notifies users when it is time to replace their brush head so they continue to get the best results.

Trusted Philips Sonicare technology

  • Philips Sonicare is the number one recommended sonic toothbrush brand by dental professionals worldwide and is backed by more than 175 clinical trials

  • The Philips Sonicare FlexCare Platinum Connected features a targeted Deep Clean mode to help remove up to ten times more plaque than a manual toothbrush2 for improved oral health benefits

  • The Philips Sonicare FlexCare Platinum Connected improves gum health up to six times more than a manual toothbrush in just two weeks3

  • The Philips AdaptiveClean brush head offers a targeted clean, with its ability to adapt to the user’s teeth and gums, it delivers four times more surface contact compared to a DiamondClean brush head for a deep clean, removing up to ten times more plaque compared to a manual toothbrush

Philips at IFA

The Philips Press Conference takes place on September 1 at 12.15pm in Hall 22, Messe Berlin. The live stream of the event can be seen at Pieter Nota, CEO Personal Health Businesses and Chief Marketing Officer at Philips, will be joined on stage by Chris Worp, Head of Business Group Home from Philips Lighting and Kostas Vouzas, Senior Director Business EMEA at TP Vision.

For further information on the latest Philips innovations at IFA 2016 please visit, follow Philips at IFA on twitter @PhilipsLiveFrom, or visit our additional social media channels on YouTube and LinkedIn.

For further information, please contact:

Amelda de Segundo

Senior Manager, Campaign Public Relations

Philips Health & Wellness

Tel: +31 (0)6 21360757


About Royal Philips

Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people’s health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. The company, headquartered in the Netherlands, is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips’ health technology portfolio generated 2015 sales of EUR 16.8 billion and employs approximately 69,000 employees with sales and services in more than 100 countries. News about Philips can be found at

1 The Challenge of Oral Disease – A call for global action - See more at:

2 Philips data on file, MAH 15-0181

3 Philips data on file, MAH 15-0181

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