Costco Connection - June 2013

for your health

SUPPLIERPROFILE

Company: Philips Consumer Lifestyle
Number of employees: 22,700
Contact: 1600 Summer St.; PO Box
120015, Stamford, CT 06912-0015; 1-800-
682-7664; www.philips.com
Products at Costco: Healthy White
Platinum; Diamond Clean; Elite Premium
Edition; Airfloss (limited locations)
Quote about Costco: “At Philips, the
consumer is at the heart of everything
we do. Costco shares this same passion
for their members.”—Sharon Rossi, senior
vice president and sector market leader for
Philips Consumer Lifestyle, North America

Plaque attacker

SONICARE

Sonicare celebrates 20 years of success
By Teri Cettina

JUS T A FEW decades ago, the idea of putting a battery-powered device in your mouth to clean your teeth was almost unthinkable. Today, it’s commonplace. The toothbrush that gets much of the credit for this sea change in the world of oral care: Sonicare®, which this year celebrates its 20th anniversary.

Back in the early 1990s, a number of major healthcare companies were experimenting with the concept of “sonic” toothbrushes. The hope was that these devices would use high-tech sound waves to clean teeth of plaque, the sticky bacteria that can eventually lead to oral cavities and gum disease. However, no company had yet come up with a commercially feasible sonic brush.

Along came David Giuliani. The engi-neer-turned-entrepreneur was experimenting with his own consumer-oriented sonic gadgets in the early 1990s when bioengineering professor Roy Martin and periodontics professor David Engel found him. Their challenge to Giuliani: Help them build a company around a sonic toothbrush prototype they had developed. He signed on.

After a few years of trial and error and
some groundbreaking design improvements
by Giuliani, the trio achieved success. Sound
waves created by their toothbrush vibrated
the brush’s bristles beautifully—and, more
important, helped the brush do a masterful
job of cleaning teeth and removing plaque.

David Giuliani was featured as part of a Connection cover story in July 1997.

Tracey Jacobs, a central Florida dental hygienist, remembers first learning about the brush from a patient. “I noticed a significant difference in his mouth during an appointment and asked him what he was doing differently.” His answer: Sonicare. Jacobs decided to try a Sonicare herself—and was immediately hooked. Part of her paid work now involves educating other dental professionals about the brush.

In 2000, the global healthcare company Philips bought Optiva and its Sonicare toothbrush. Giuliani went on to run several other successful companies, as well as co-found and currently chair Washington Business Alliance, an alliance of entrepreneurial businesses. Meanwhile, Philips has focused on further developing the Sonicare line.

“The sonic technology in our brushes is
basically the same as it was 20 years ago, but
we’ve layered consumer requests on top of
that to design new versions,” explains Philips
spokesperson Shannon Jenest. “We devel-
oped a model that focuses on whitening. We
also introduced other brushes with multiple
brushing and massaging modes, so every user
can find a setting that fits his or her needs.”
Jenest says that in addition to the average
consumer who would benefit from its use,
Sonicare has great value for some niche groups:
the elderly, people with manual-dexterity chal-
lenges who have trouble brushing, anyone with
even mild gum disease and children.

Periodontist Low considers the Sonicare a must for his patients who’ve undergone significant dental work. “If you’ve spent $400 on a filling or $4,000 on an implant, why wouldn’t you invest in a toothbrush that will prevent you from paying to have that work done again?” he asks.

“Most of us are using technology in other parts of our lives, from our smartphones to GPS devices and more,” adds Jacobs, the hygienist. “I tell patients that since we’re living longer and want to keep our teeth as we age, it’s time we embrace the latest technology in our oral care, too.” C