TOWIE star’s trip to dentist reaches Instagram generation

Essex dentists Andy Sharpe, Katy Charlton and Daniel Golebiowski are hoping their practice’s appearance in hit TV reality show, The Only Way Is Essex (TOWIE), will help to highlight the importance of regular dental check-ups.

The show, which is sponsored by Oral-B, features TOWIE regular, Diags, being filmed having a check-up and a clean with practice associate Megan Atkinson, who then explained how his smile has been improved by his treatment that eradicates some staining.

The consultation was filmed at the start of October and the episode screened on 4 November – and Andy Sharpe believes publicity like this can only help shine a spotlight on the positives of the profession and preventive care.

He explained: ‘It was a bit of fun amid the pandemic and everyone was excited about it – certainly more so than over any new PPE regulations we have to face.

‘I was happy to get involved and allow the scene to be filmed at our practice as it ticked boxes with key dental messaging and was in tune with the profession’s advice regarding regular check-ups and the importance of oral hygiene between appointments.’

He added: ‘The film crew took on board our concerns – including the necessary Covid-19-related PPE precautions – and welcomed our minimally invasive style of treatment.

‘The scene not only highlighted the importance of a trip to the dentist but, because Megan was in full PPE, it also demonstrated to viewers the safety of the dental environment in a Covid-19 world.’

Andy is a keen advocate of evidence-based dentistry and believes Oral-B has played a key part in the practice team’s approach to the dental care of all its patients. We advocate Oral-B electric toothbrushes and are so impressed with the recently launched iO model, which gives patients the guidance they need to look after their own mouths”.

Oral-B launches Sensitivity & Gum Calm toothpaste

Everyone doesn’t welcome crisp cold mornings; those suffering from dental sensitivity can find this time of year challenging to say the least. Experienced by a wide cross-section of the population, most notably when eating or drinking cold or sweet food, or taking a gasp of cold air, sensitivity is caused by nerves which are stimulated in the dentine layer of teeth exposed by, amongst other things, tooth wear or periodontal disease.

Sensitivity is often experienced in conjunction with gum irritation. Oral-B know that strong teeth are built on healthy gums. This was the premise behind the launch of their new toothpaste, Oral-B Sensitivity & Gum Calm.  It contains stabilised stannous fluoride, which acts by blocking the dentinal tubules and thus preventing the stimuli causing the painful nerve impulses. Used regularly it will continue to block the tubules thereby providing ongoing sensitivity relief.

The inclusion of stabilised stannous fluoride also gives Oral-B’s Sensitivity & Gum Calm toothpaste an antimicrobial action, which fights plaque and consequently gum problems.  The stabilised stannous fluoride will inhibit antimicrobial growth as well as reducing the ability of bacteria to ‘stick’ to tooth and gum surfaces.

All toothpastes are not the same.  Whilst the inclusion of fluoride is a taken, to afford maximum protection, a formulation must contain other proven ingredients that work in harmony together to promote good oral health.  Oral-B Sensitivity & Gum Calm is formulated to strengthen teeth and soothe what they are built on, gums!

Oral-B launches television ad campaign for iO

Oral-B pioneered both the electric toothbrush and connected brushing, and now has unveiled a new TVC to introduce a whole new generation of brushing technology, Oral-B’s new iO. The most advanced toothbrush on the market represents a new era of brushing technology, design and experience that delivers a professional clean feeling every single day.

Oral-B’s iO  transforms brushing from something very functional, into a high-tech focus of beauty and desire, representing a completely new approach to how Oral-B advertises its products. For a sneak peek at the new ad please see here.

This is something that has been replicated across the wider Oral-B product range, with the new brand Vis-ID using a deeper, more luxurious, colour palette and a series of revamped iconic assets that have been updated in line with the brand’s renewed emphasis on advanced technology.

Adam Parker, Brand Director at Oral-B UK & Ireland, says: “Oral-B is recognised as the #1 Dentist recommended brand worldwide and our product performance is appreciated every day by over 17 million British consumers that use our toothbrushes. With the launch of our new TV commercial, we wanted to communicate what makes Oral-B electric toothbrushes so unique: the WOW feeling of a Professional Clean.

“It’s incredibly exciting to air a new commercial that brings together the WOW users feel when they use our products, with superior technology and beautiful design. Despite being a new look and feel for the brand, the commercial delights viewers and Dental Professionals alike. With the new Oral-B TV commercial and the launch of Oral-B iO, the future of toothbrushing is here.”

The TV ad campaign, created by PG ONE New York and PG ONE London first airs on ITV, on Friday 31st August at 7.30PM, and on Channel 4 at 9PM.

Oral-B iO launched

Oral-B live-streamed an online launch event to formally unveil its newest innovation in power toothbrushes: Oral-B iO.

Jane Kidson, UK and Ireland’s Oral Health Leader, led the introduction After an overview of Oral-B‘s history, Kidson discussed the science that supports the use of electric toothbrushes over manual brushes, yet questioned why so many consumers still opt for manual models. Surveys and studies have shown that while many perceive power toothbrushes to offer a deeper clean, many associate them with discomfort and being too harsh.

Boris Atlas, Global Brush Leader, Professional Scientific Relations, appeared live from Oral-B’s R&D facility in Germany to explore the science and technology, including the design, features and clinical research, that went into Oral-B iO.

He explained that iO takes the oscillation rotations familiar to users of previous Oral-B power brushes and combines them with microvibrations. The system has been designed specifically for a powerful yet gentle clean. ‘This is a reinvention of oscillation rotation,’ he said. ‘We set out to recreate OR that addresses the perception of harshness.

A linear magnet drive removes the friction created by the mechanics of other electric toothbrushes. Instead, it takes the energy from iO’s rechargeable battery and transforms it into bristle movements.

In addition, the oscillation rotation performance has been optimised; the magnetic drive increased the brush’s frequency, while pulsations were removed. User feedback has revealed that the vibrations now present helped direct the toothbrush to glide across teeth with no harshness and were reportedly quiet.

A smart pressure sensor is included to prevent users from brushing too hard. A white light displays when little or no pressure is applied, which turns green during brushing under optimal pressure. This will turn red with too much pressure is applied.

Oral-B has also designed a new brush head for iO: The Ultimate Clean brush head includes tuft-in-tuft trim design, angled bristles, twisted tufts and is built for effective reach and coverage. Alternatively, the Gentle Care brush head comprises 4,000 filaments – the highest density in Oral-B – concave and convex bristle trims thinnest diameter filaments.

It was also revealed that Oral-B iO possess Seven brushing modes, a new record for an Oral-B brush. Those are:

  • Daily Clean
  • Sensitive
  • Super Sensitive (new)
  • Intense
  • Whiten
  • Gum Care
  • Tongue Clean

The Oral-B App 8.0, which will launch in August alongside Oral-B iO, can be paired with the brush for a range of interactivity options, such as pressure maps and brushing scores to compare brushing performance. Oral-B iO also features a display of its own for coaching and to provide a two-minute

timer, as well as refill replacement reminders. Not to forget iO’s welcoming smiley face.

Everybody brushes differently, and Oral-B has recognised that, so the technology via the app will adapt to coach each individual user based on their specific needs. Position Detection technology has been reinstated and improved upon to inform users which areas they are missing.

Scientific studies have found that the new technology maintains historic superiority for plaque and gingivitis endpoints vs ADA Manual and Sonic toothbrushes. In addition, iO shows disproportionate benefits of hard-to-reach areas, including lingual and molar, for gum health/bleeding and plaque reduction benefits vs ADA Manual brushes. In testing, 24% of the participants had mouths that were considered healthy. After eight weeks of using Oral-B iO, this had increased to 83%.

As the event concluded, Atlas handed over to Eva Castro Perea, Professional & Academic Relations Manager at Oral-B summarised the key features of Oral-B iO:

  • Small round brush head with oscillating-rotating and micro-vibrations cleaning action
  • New frictionless magnetic drive system
  • Smart pressure sensor
  • Interactivity via Oral-B App 8.0.
  • Re-designed CrossAction style brush head
  • Built-in timer and pacer
  • Built-in display to provide real-time feedback and encouragement
  • Bluetooth connectivity for pairing to smartphone app
  • Seven cleaning modes
  • Personalisation options
  • Built-in rechargeable battery
  • Magnetic charger

For more information, visit:

12 million Brits move to electric toothbrushes

The number of British adults cleaning their teeth with an electric toothbrush has surpassed those using a manual one for the first time, according to the findings of a new nationwide study. The new data shows that nearly 12 million people in the UK have switched to an electric toothbrush over the last five years.

Around two-in-three (67%) adults now use an electric toothbrush – an estimated 34 million people – an increase of 52%. The research has been conducted by the Oral Health Foundation and Oral-B as part of National Smile Month – a charity campaign to raise awareness about the importance of having good oral health.

Dr Nigel Carter OBE, Chief Executive of the Oral Health Foundation, believes as the science behind the advantages of electric toothbrushes mounts, the decision whether to invest in one becomes much easier. “The strong and clear evidence is that electric toothbrushes are better for our oral health. Electric toothbrushes, especially those with heads that rotate in both directions, or ‘oscillating’ heads, are more effective at removing plaque than a manual brush.  This helps keep tooth decay and gum disease at bay.

“As technology has developed, the cost of having an electric toothbrush becomes even more affordable. Battery-powered toothbrushes are available for as little as £10 while electric brushes can be had for as little as £40. Whilst at the other end of the spectrum there are top end power brushes which have all the latest innovations such as artificial intelligence. Given the advantages of electric toothbrushes, having one is an excellent investment and could really benefit the health of your mouth.”

Recent data presented in the Journal of Clinical Periodontology, found that electric toothbrushes led to 22% less gum recession and 18% less tooth decay over the 11-year period.

The charity’s research shows that nearly half (45%) make the switch to electric brushes because they believe it cleans better than a manual brush.  More than one-in-four (27%) invest in an electric toothbrush on the advice of their dentist.

Technology also seems to be a growing trend for why people have moved to electric toothbrushes.  Around one-in-seven (18%) buy an electric toothbrush because of features like in-built timers or that they can be connected to apps which keep a track on how well you are brushing.  Others simply enjoy having it as a gadget. 

Eva Castro Perea, Professional & Academic Manager, Oral-B believes new technology has allowed more people to take a greater interest in the health of their mouth. “Over the last five years we have seen tremendous advances in oral healthcare technology.  There are now electric toothbrushes that alert you to areas in the mouth you have missed, or let you know if you are brushing too hard, or not hard enough.  By having new access to your brushing habits and behaviours allows you to be a more effective brusher, which will in turn give you a healthier mouth. Other features such as in-build timers, allow users to track two minutes in a more reliable way.  This is especially important for children and has been shown to be an excellent motivator for them.”

Despite the benefits of using an electric toothbrush, one-in-three (33%) adults in the UK still use a manual toothbrush. Findings from the Oral Health Foundation show that manual brushing is closely related to both age and household income.

The charity says whether you currently use an electric toothbrush or not, it is important that you are following a good oral health routine.

Dr Carter adds: “If you follow a good oral health routine then whether you use a manual or electric toothbrush, you’ll have a healthy mouth either way. That means brushing for two minutes, twice a day, with a fluoride toothpaste.  Brushing should be done last thing at night and at one other time during the day. A daily oral health routine would not be complete without cleaning in between your teeth with floss or interdental brushes and using mouthwash. Both can help to remove plaque bacteria from the mouth and keep your teeth and gums healthy.”

As part of National Smile Month, the Oral Health Foundation and Oral-B are hosting The Great British Brushathon on Wednesday 3 June. The event will ask people to post a video of themselves on social media brushing their teeth. The charity says the activity will help promote the value of tooth brushing and having a healthy smile.

To learn more about The Great British Brushathon and National Smile Month, visit