“Toothbrush Effect” Helps Brits Smile Through the Recession

LONDON - We all know that women buy more lipstick in an economic downturn. But research undertaken by Oral-B to mark the launch of National Smile Month[1] today reveals the ‘Toothbrush Effect’ as the latest economic indicator. With sales of power toothbrushes up 30% compared to last year[2], the financial forecast may be glum, but we Brits clearly understand the importance of a cheerful, healthy smile in times of economic adversity.

Indicating that luxury morning-routine items may give us a boost during a boom-time, but the longer term effects of maintaining oral-hygiene are more important when every penny counts, Oral-B’s survey shows that 62% of women said they would prefer to sacrifice their hair straighteners when on a budget, compared to just 14% who would give up their power toothbrush.

Women’s budget saving sacrifices: 1. Hair straighteners (62%) 2. Hair dryer (24%) 3. Power toothbrush (14%)

10 Years Younger celebrity dentist and Oral-B ambassador Dr Uchenna Okoye comments: “It is great news that British women value their smiles and understand the importance of good oral hygiene, even when times are tough. Buying a power toothbrush such as the Oral-B Triumph with SmartGuide, is actually a credit crunch friendly way to take care of your teeth. Clients who regularly use a power toothbrush generally need a lot less work when they come in for check-ups and in turn save money. Prevention is an investment.”

While 75% of dentists recommend using a power toothbrush, it’s not just dental professionals who advocate the power of a winning smile. Oral-B research[3] shows that 50% of recruitment consultants think unhealthy looking teeth could reduce your chances of being successful in an interview, while 83% highlight smiling and looking interested as good interview technique. Looking after your teeth could be your best investment yet.

Since power brushing cleans twice as much plaque* leaving you with cleaner healthier teeth in just 30 days, not only will you be saving yourself precious pennies at the dentist by investing in a power brush, but you could also stay in the boss’ good books. Almost one in eight managers has a problem trusting their staff when it comes to taking time off for the dentist, according to recent reports.[4] Oral-B offers a wide range of power brushes including the Triumph with SmartGuide which uses a wireless interactive display which monitors how hard and long you brush for. So all you need to do is smile your way to success.

National Smile month is taking place from the 17th of May to the 16th of June and Oral-B will be the proud platinum sponsors of the campaign for the second year running. Oral-B is working alongside The British Dental Health Foundation to encourage Brits to look after themselves and ‘Brush for Health’. So join Oral-B and the BDHF in the fight against poor oral hygiene this National Smile Month and start using a power toothbrush.

Notes to editors:

The British Dental Health Foundation is an independent charity that along with its global arm, the International Dental Health Foundation, is dedicated to improving the oral health of the public by providing free and impartial dental advice, by running educational campaigns like National Smile Month and by informing and influencing the public, profession and government on issues such as mouth cancer awareness and water fluoridation.

Oral-B (P&G) is proud to be a Platinum supporter of National Smile Month 2009. The company is committed to supporting patient education and produces free literature covering manual & power brushes as well as floss usage. We are committed to working with the British dental Health foundation to improve oral health.

*vs an ordinary manual toothbrush, Oral-B Professional Care

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[1] The Oral-B National Smile Month Survey is a British Dental Health Foundation commissioned study of 1000 people aged 18 - 80 who were interviewed across England, Scotland, Wales and Northern Ireland in April 2009

[2] IRI data

[3] The Oral-B Smile Survey is a Procter & Gamble commissioned study of 116 Recruitment Consultants who were interviewed by telephone across England, Scotland, Wales and Northern Ireland in October 2008

[4] Simplyhealth’s annual dental survey April 2009

Source: Oral B

Oral-B Press Office: For more information, samples or please contact: vanessa.allen at ketchum.com - +44(0)20-7611-3599; shikira.austin at kethum.com - +44(0)20-7611-3578; emma.harvey at ketchum.com - +44(0)20-7611-3672. British Dental Health Foundation Press Office: pr at dentalhealth.org - +44(0)870-770-4014.