Money Where Your Mouth Is
This month, Oral-B will release its new $5 manual toothbrush, breaking all previous price barriers by more than $1. Gillette (Oral-B's parent company) contemplated selling the toothbrush for $4, but market research proved that consumers were willing to pay more for "movement inside their mouths similar to the multiple cleaning actions of an automatic car wash."
Yet, according to American Dental Association consumer adviser Dr. Richard Price, all toothbrushes do the same job if used properly. "Bottom line, it's not the brush," says Price. "It's the brusher that makes the difference." Price says consumers have been similarly duped by ineffectual toothpaste "improvements," such as baking soda and hydrogen peroxide (which mostly just foams, says Price).