It's important, through evidence-based information, to find ways of lowering the hurdle for the consumer to access the benefit when they are in control. For example, when seeking to identify an effective and efficient alternative to traditional dental floss and interdental brushes, Philips found, through its research, that people think flossing is too difficult, too time-consuming and they don't remember to do it.
However, its R&D teams also found that jets of water are associated in consumers' minds with freshness. Further research and much engineering innovation were required to produce a completely new handheld device, the Philips Sonicare AirFloss, which delivers a burst of pulsed water droplets at a speed of 45 mph to effectively clean between teeth — studies have shown that it removes up to five times more plaque than manual brushing alone. This is the type of product required to meet current trends, to provide personal benefit in periodontal health through the smart use of technology.