The standard size disposable brush uses an AAA battery to make its special MicroPulse bristles vibrate and give a better result, by penetrating between the teeth and cleaning along the gum line. Elastomeric pads on the bristles pulse and grip the tooth surface to sweep away plaque like a miniature windscreen wiper.
Meanwhile, an unusual split-brush head design allows the bristles to adjust to the contours of the teeth and moderates how much pressure is applied to teeth and gums.
Oral-B business manager Lisa Casey said: “The manual toothbrush category is driven by the premium segment and we believe we can really drive growth with a high performance product such as Oral-B Pulsar, as consumers are prepared to pay more for a product that really does work.”
Oral-B Pulsar (rsp: £5.99) will be supported by a TV and print campaign from mid-April.