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December 13, 2000
By: TOM BRANNA
Editor
The Procter & Gamble Company today announced it will purchase Dr. Johns Products, Ltd, makers of the Dr. Johns Spinbrush, a high performance battery-operated toothbrush priced within a dollar or two of manual brushes. SpinBrush’s patented design features both stationary and high speed oscillating bristles, enabling people to use the manual brushing motion they are used to while providing the enhanced benefits a powered brush can deliver.“Many people still don’t know it, but there’s a toothbrush revolution going on. The SpinBrush has come from nowhere to become the most popular power brush in America in less than one year and is leading the conversion of manual brush users to powered brushes,” said Michael Kehoe, P&G’s vice president/general manager for global oral care. During the past six months, hundreds of thousands of people a week have been switching from manual toothbrushes to the Dr. Johns (soon to be Crest) SpinBrush.The brush is available at prices between $4.99 and $5.99. According to P&G, the brush uniquely fills a gap between manual brushes at $2 to $5 and higher priced power brushes at $15 to $20. What’s more, when considering both performance and price, consumers preferred the SpinBrush 2 to 1 over the leading manual brush and the leading battery-powered brush.”Mr. Kehoe said the acquisition will double the size of P&G’s toothbrush business and fit well with Crest’s mission of providing consumers with meaningful advances in oral health and hygiene.Today’s announcement comes on the heels of P&G’s recent unveiling of Crest Whitestrips, a home whitening kit. Whitestrips will be available through retailers next year and are now available exclusively through dental offices or by visiting WhiteStrips.com.Although the companies declined to disclose the terms of the sale, P&G said the deal will more than double its annual $75 million toothbrush sales. P&G said it expects the acquisition will be completed within thirty days and that marketing plans will be announced soon
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