An interview with Francesco Grillo

Iveta Ramonaite, Dental Tribune International

Thu. 10. April 2025

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As dental professionals gathered at the 2025 International Dental Show (IDS) in Cologne in Germany to explore cutting-edge solutions that are transforming oral healthcare, Dental Tribune International spoke with Francesco Grillo, the global business unit leader for oral healthcare at Philips, about the company’s key innovations on display at IDS 2025. In this interview, Grillo discusses Philips’ advanced sonic technology, user-focused product design and ongoing commitment to enhancing oral health globally through intuitive and enjoyable brushing experiences.

Mr Grillo, what are some of the most important innovations that Philips is presenting at IDS?
Once in a while, you change the heart of what you do, and the heart of the Sonicare powered toothbrush is its motor. When I say once in a while, I mean every ten, 15 or 20 years. This is the moment when we decided to upgrade the motor to improve the user experience and performance significantly. The new motor uses an adaptive magnetic system that adapts to individual brushing techniques. Most people push too hard when brushing, causing bristles to slow down and leading to suboptimal cleaning. With this new generation of sonic technology, the motor maintains an optimal 62,000 bristle movements per minute, irrespective of brushing pressure or technique. The motor is integrated into several models, such as the 5000–7000 series, each offering different functionalities at various price points.

Our mission at Sonicare is to help people achieve better oral health effortlessly. We recently developed the S2 Sensitive brush head, which is extremely soft yet highly effective. Typically, people believe that gentle cleaning compromises efficacy. Our innovation provides exceptional cleaning while remaining gentle on teeth and gums.

Our brushes also feature modes like Sensitive, which lowers brushing intensity, and Gum Health, enhancing cleaning of the gums. Many studies show that people brush too aggressively, damaging soft tissue. To help users brush correctly, our visible pressure sensor alerts them instantly if they’re brushing too hard. Users experience optimal cleaning combined with a pleasant, gentle brushing sensation. After the first use, they often remark how clean their mouth feels—as if they had just visited a hygienist.

Philips’ new brand positioning at IDS 2025 is “Feel the Care”. How does this reflect the user experience offered by Sonicare?
“Feel the Care” highlights two components: creating a pleasant brushing experience and genuinely caring about users’ oral health. Oral care, like skincare, should be an enjoyable self-care routine rather than just an obligation. Traditional brushing instructions—such as cleaning tooth by tooth—can be tedious and difficult to follow. Our goal is to simplify this experience, making it pleasant and effortless, thus enhancing compliance.

“Oral care, like skincare, should be an enjoyable self-care routine rather than just an obligation.”

We care deeply about users’ emotions, habits and overall experience. This extends beyond brushing to include the aesthetic appeal of our products. Our toothbrushes and chargers feature simple, elegant and evergreen designs, making users proud to display them. Caring is deeply embedded in our brand identity.

During your presentation, you mentioned the shift from manual to powered toothbrushes. How can Philips’ next-generation sonic technology encourage more users to switch?
This shift is central to our mission. Numerous global clinical studies have unanimously shown that powered toothbrushes provide significantly better cleaning than manual brushes do. Despite this, many people continue to think that manual brushing is sufficient or fear that powered toothbrushes might be too aggressive. Our advanced sonic technology addresses this concern through pressure sensors, soft bristles, adjustable brushing intensities and real-time feedback, making the transition smooth and comfortable.

Some users revert to manual toothbrushes because they find powered brushes complex to use. We simplify the experience, allowing users to brush in their habitual way but with significantly improved outcomes.

How does Philips collaborate globally with dental professionals, and how does this collaboration influence product innovation?
Dental professionals and dental service organisations are crucial partners. At Philips, we have dentists and hygienists in our teams, providing deep insights into oral health and user behaviour. We actively engage with dental professionals internally and externally, gathering feedback to ensure that our technologies effectively correct brushing behaviours and simplify oral care routines. This collaboration informs continuous innovation aimed at improving oral health for diverse age groups worldwide.

More and more people are switching to a powered toothbrush. What do you think the future of Sonicare is? Do you think that more people will switch?
I have no doubt that the majority will eventually switch to powered toothbrushes. As technologies become more affordable and accessible, more people will experience the benefits of Sonicare. Once people try Sonicare, they often remark on how clean their mouth feels and how enjoyable the experience is, deciding never to return to manual brushing. My goal is to share this transformative oral care experience with as many people worldwide as possible.