Colgate’s Big Bet on the Future of Brushing Teeth

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Colgate Connect E1 smart toothbrush

Making a big bet on the future of how we brush our teeth, Colgate has introduced the smart toothbrush that it debuted at CES in January. And even at $99 USD, Wired is calling it “a great value” as the artificial intelligence-enabled electric toothbrush improves the brushing experience (and the user’s dental health) by flagging missed areas in real time.

Colgate smart connected toothbrush (for Apple iOS)

That’s because the Colgate Connect E1 smart electric toothbrush is connected by Bluetooth to an app (iOS or Google) that monitors brushing and precisely tracks each brushing session. The toothbrush can be tracked on mobile devices, from a smartphone to a tablet to a smartwatch.

Colgate Connect E1 smart toothbrush

Colgate’s beta test found that users were missing over 40% of the surfaces of their teeth, so its combination of sonic vibrations, mouth-mapping technology, real-time feedback and brush coaching will help fill in the 60% of missed surfaces.

Users can set a brushing goal to reach 100% clean. As they brush, the app’s 3D mouth coach will show where to brush and which parts of the mouth have been missed or could use more attention.

The smart toothbrush doesn’t replace Colgate’s family of iconic dental care products, but is meant to enhance the use of Colgate Total Mouthwash (“Kills 99% of Germs Without the Burn of Alcohol!”) or Colgate’s many toothpaste varieties. The Connect E1 will be available in North America and Europe this year.

The other parts of the Colgate brand that may make consumers’ smiles even bigger—the brand’s commitment to social impact and cause marketing, such as encouraging young women to learn how to code and its ongoing #EveryDropCounts campaign to turn off the tap and conserve water while brushing teeth. More on both those initiatives below:

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