PHILIPS INTRODUCES FIRST-EVER SONICARE FOR KIDS®

PHILIPS INTRODUCES FIRST-EVER SONICARE FOR KIDS^®
Set to Transform Pediatric Patient Compliance and Brushing Results for a Lifetime of Healthy Habits

Stamford, Connecticut (May 21, 2009) – Dental professionals and parents share a common goal – to ensure that children develop effective brushing habits for a lifetime of good oral health.  To help meet this goal, Philips Sonicare has launched Sonicare For Kids – the first-ever Sonicare power toothbrush for pediatric patients.  Sonicare For Kids is specifically designed for parents to teach children to brush effectively and then transition them to independent brushing – delivering exceptional results at every phase.

“We understand that dental professionals are looking for ways to empower parents to instill effective brushing habits in their children for superior results in at-home care,” said Noel Paschke, Senior Manager, Professional Education, Philips Sonicare.  “In developing the Philips Sonicare For Kids, we combined our patented sonic technology with gentle, kid-friendly features to create a unique toothbrush that delivers superior efficacy for pediatric patients at every brushing phase.”  

Sonicare For Kids supports pediatric patients ages four to ten through every brushing phase.  The ergonomic handle fits easily in a child’s hand and includes two gripping locations so kids can brush with an adult during training and then transition to independent brushing when they are ready.  Brush heads are available in two sizes to help accommodate the child’s oral development.

To provide a gentle, yet effective clean, Sonicare For Kids has two power modes that are 60 and 40 percent less powerful than Sonicare FlexCare.  Sonicare For Kids is clinically proven to remove more plaque than Oral-B Stages ‘3’ and ‘4’ in children ages four to ten and is proven to be safe and gentle on teeth and gums.

An innovative KidTimer function helps pediatric patients reach the recommended two-minute brushing time by progressively increasing the brushing duration over the course of 90 days.  And the musical tones of the KidPacer technology indicate when it is time to move to another quadrant of the mouth to help ensure a thorough, full-mouth clean.  In clinical studies, children ages seven to ten brushed significantly longer with Sonicare For Kids than with the Oral-B® Stages® ‘4’ manual toothbrush and demonstrated significantly better brushing performance than with a Crest Spinbrush children’s battery toothbrush.  No wonder 91 percent of dental professional parents surveyed preferred Sonicare For Kids for use as their children’s primary toothbrush.

The Philips Sonicare brand is a leader in oral health care.  Philips Sonicare power toothbrushes are proven to promote and improve oral health, from reducing plaque to improving overall gum health.      

The suggested retail price for Philips Sonicare for Kids is $69.99 and it will be available to consumers in September. It will be carried at Target and Amazon.com and will be available through select dental offices.  For more location information, visit www.sonicare.com/dp.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified Health and Well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity”. Headquartered in the Netherlands, Philips employs approximately 121,000 employees in more than 60 countries worldwide. With sales of $38 billion (EUR 26 billion) in 2008, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at www.philips.com/media.

###