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November 30, 2019 11:45 am

The Bonkers, Bristly Story of How Big Toothbrush Took Over the World

In a few decades, two warring toothbrush giants have carved out a market worth billions, with the help of a little science and some clever marketing. But where does it go next? From a report: Not so long ago a toothbrush was a humble thing. A stick, in essence, with some bristles on the end. But with the rise of the electric toothbrush, they've become high-tech accessories. You can buy toothbrushes with associated apps, toothbrushes that automatically access the internet and order you new accessories when they divine that you need them and, for some reason, toothbrushes that are artificially intelligent. They can cost as much as a flatscreen TV or an engagement ring. An estimated 23 million people in Britain now use electric toothbrushes. Their rise is partly driven by our -- somewhat belated -- national realization that oral health is important, and by the fact that we have more disposable income than we did a generation ago. But it is also a story about the rise of an industry; about a struggle between market pressures and medical requirements; about the blurry line between research and public relations. And, in the end, about whether spending the cost of a weekend away on an ergonomically designed, ultrasonic, matte-black thing which looks like a defunct lightsaber will actually do more good than a $2 manual toothbrush from the supermarket. Is the electric toothbrush just a marvel of modern marketing or does it deserve plaudits for achieving what frustrated dentists (and parents) have struggled to do: getting us to spend a little more time brushing our teeth?

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