OraQuel Toothbrush Sterilizer versus VioLight, DenTek and SonicCare UV (ultra violet) Toothbrush Sterilizers

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Ten years ago people scoffed at the notion that links existed between oral infection and heart attack or cardiovascular disease. Now everyone from the American Heart Association to the American Dental Association talk about the onset of plaque and tartar buildup leading to childhood gingivitis leading to heart attack later in life as fact. Eighty-four percent of Americans fail to remove plaque and tartar from our teeth while brushing. This leads to unseen and unfelt gingivitis and according to the American Heart Association the arteries in 72% of heart attack victims are blocked by oral plaque; not cholesterol and fat as all the big pharmaceutical companies want you to believe.

So I'm a big fan of products that draw attention to these facts. Back in the 50's and 60's when I was a child we all gathered around the TV on Sunday evenings to watch Bonanza, Disney (with Walt) and the Ed Sullivan Show. We were all told by advertising to get great dental check ups and to prevent cavities with Crest. Then more oral care brands decided they wanted a share of our toothbrushing occasions and decided that we'd brush our teeth to whiten and brighten, freshen our breath, prevent cavities, take care of our gums and eliminate tartar. And that's the way we've been brushing our teeth for the last 30 years. The current category leader, Colgate Total, took the top spot away from Crest long ago by putting all of these category attributes under one umbrella - theirs. So nothing's changed much right?! Wrong!

There's a new battle for oral care supremacy and it all has to do with providing "Heart Smart Oral Care" as touted by OraQuel; the leading brand in the toothbrush sterilizer segment. Toothbrush sterilizers!? Yes don't get me wrong. Apart from killing germs on a toothbrush toothbrush sterilizers are promoting awareness for the need to change our oral care habits and practices. Now most companies do what they can do. If you are an appliance manufacturer then you want to jump into this game with a toothbrush sterilization appliance - but toothbrush sterilization appliances have a lot of drawbacks: 1) the category (sales) action isn't in killing germs, 2) appliances are expensive, 3) appliances are unable to remove solids like toothpaste residue, food, mucus, blood or tartar that rinsing with water leaves behind, 4) and if I remember from my Gillette Hot Foamy Shave Machine Days - people don't want another appliance cluttering hard-to-keep-clean bathroom countertops that collect water and soap scum stains, hair and anything else.

So why is OraQuel different - or better - than the VioLight, Dentek, SonicCare (UV - ultra violet units) and the steam driven Germ Terminator? Well, usage has to be "interactive" to change consumer habits and practices on a large scale. OraQuel isn't an appliance, it's a spray - and when you (especially children) spray OraQuel on a dirty toothbrush it foams to tell you it's working. Kids love to see it work. So children with OraQuel in the house tend to brush their teeth as much as 33% more often and 20% longer. Delivered to the Good Housekeeping Institute in late 2003, OraQuel won the affection of the Good Housekeeping Institute's Director and staff who all took bottles home for their families. OraQuel was tapped as 2004's Best New Product for Product Innovation in Oral Care.

So how does OraQuel protect your heart? Well, by brushing more often and longer, children do a better job removing the plaque and tartar that promotes gingivitis and that heart attack later in life. Appliances don't generate that type of consumer interest, involvement and excitement (interaction). :) Also, and perhaps more importantly, wetting your toothbrush with OraQuel prior to brushing boosts any toothpaste's ability to cut through that film of plaque and tartar that formed on your teeth overnight while you slept (morning mouth), or during the day while you work. So I put my money where my mouth is and bought OraQuel. Beyond removing plaque, tartar and germs that reinfect every time a toothbrush enters your mouth OraQuel is "Heart Smart Oral Care." I like the company's slogan/positioning. No one else targets this territory.