STOCKHOLM, Sweden: The candy-coloured line of all-silicone toothbrushes from Swedish brand FOREO is definitely eye-catching in the bathroom, but the ISSA is not all about looks. According to the company, the ergonomically shaped electric brushes are more hygienic, remove plaque more effectively and are gentler on the gingiva compared with regular toothbrushes with nylon bristles.
With what it calls “the most stylish and hygienic dental solution on the market”, the Stockholm-based company aims to revolutionise the dental care segment. “We recognised the key reasons that current models of toothbrushes are failing and then set ourselves a goal to provide a real solution by starting the design process from scratch,” said Paul Peros, CEO of FOREO.
According to the developers, their brush does not oscillate like electric toothbrushes with abrasive bristles. Instead, high-intensity pulses are channelled through softer silicone bristles, which are gentler on the gingiva and the tooth enamel and therefore help to prevent gingival recession while still effectively removing plaque and stains.
“The silicone material is also long-lasting, resilient and will not deteriorate as quickly as nylon, hence the brush head only needs to be replaced once a year,“ Justin Wang, FOREO's Vice President of Communications, told Dental Tribune Online. In addition, the non-porous material is intended to minimise the spread of harmful micro-organisms by being resistant to bacterial build-up.
With a retail price starting at SEK1,599 (€172), the ISSA appears to be on the pricier side, but with a guaranteed battery life of 365 uses on a full charge—considering a brushing time of 2 minutes—the new tool offers a powerful advantage.
“Consumers will feel very different about their current dental care routine upon experiencing the ISSA,” remarked Peros on the company’s latest innovation.
FOREO’s line of electric silicone toothbrushes has been on the market since autumn 2014 and is available for purchase from distributors worldwide. The company’s dental care range includes the ISSA mini, a lightweight, smaller device for kids, with an integrated function through which parents can monitor their child’s brushing habits.
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