From vacuum cleaners and hair straighteners to electric toothbrushes: Dyson, the global brand, has announced that it has begun producing a premium electric toothbrush called the Dyson CameraJet. A total of 661 engineers took part in its development and it will compete with Oral-B and Philips, which dominate the category. The price is high: 470 euros ($550) in Europe, $499 in the U.S. and 799 Australian dollars ($524) in Australia. No date has yet been announced for its availability in Israel.
Until a few years ago, Dyson was the No. 1 vacuum cleaner brand in Israel by sales, becoming a generic name in the category and the brand most closely associated with vacuum cleaners. The brand's prices are high, and it has faced competition from cheaper rivals as well as lower-cost parallel imports. Over the past three years, robotic vacuum-and-mop cleaners have taken over the market and Dyson's sales have been hurt by tens of percentage points. Brands such as Dreame, Roborock, Tineco, Romo and Uwant currently dominate the market.
Dyson's electric toothbrush
(Photo: Courtesy)
Although Dyson's sales remain high and it is still a strong brand, the company recently reported a roughly 47% drop in pretax profit, which fell to £561 million ($757 million). Annual revenue also declined 7% to £6.13 billion ($8.27 billion). Dyson was late to respond with its own robotic vacuum-and-mop cleaner, which is not yet sold in Israel, and is focusing on devices for hair straightening and drying, hand drying, air purification, smart lighting, headphones and audio. It is now adding a new category: electric toothbrushes.
The toothbrush is expensive. Here's why
According to Dyson, this is the first toothbrush to include both a camera and a water jet, combining brushing with technology designed to identify, target and clean the gaps between teeth like dental floss. That, the company says, helps explain the high price.
For comparison, Oral-B electric toothbrushes sell in Israel for 50 to 200 shekels ($15-$60), while a Curaprox toothbrush and the Oral-B iO5, which includes a sensor that detects excessive brushing pressure and AI, are priced at 750 shekels ($225) and 500 shekels ($150) on sale. Oral-B also offers a toothbrush for 1,050 shekels ($315), while its iO10 model sells for 2,017 shekels ($605) on the Super-Pharm online website.
The CameraJet is equipped with a 100,000-pixel macro camera. An artificial intelligence-powered algorithm identifies and targets the gaps between the teeth. The system scans 28 live images per second. Within 100 milliseconds of the camera identifying a gap, the device sprays it with a targeted jet of mouthwash to clean between the teeth.
Its motor makes 245 oscillations per second to remove plaque, while a membrane pump delivers a targeted high-pressure water jet within 0.1 seconds. Adjustable sonic vibrations are designed to improve plaque removal, while a silicone-coated sonic damper is intended to enhance comfort.
Dyson's electric toothbrushPhoto: CourtesyThe Dyson CameraJet also connects to 2.4GHz Wi-Fi, allowing users to see their teeth as captured by the camera while brushing through the MyDyson app. The app also offers personalized brushing and brushing guidance. The personalized brushing system offers three intensity levels: Gentle, Moderate and Deep Clean.
The package includes two dual-bristle brush heads, a steel-purple charging dock, a travel case and a USB-C cable for a magnetic, water-resistant Pogo-pin power connector. The battery is replaceable to extend the device's lifespan. The docking station can fill, store and recharge the toothbrush at the push of a button in three seconds.
Another source of revenue: toothpaste and mouthwash designed for the toothbrush
Dyson will also offer mint-flavored toothpaste and mouthwash for cavity protection and sensitive teeth, designed specifically for use with the CameraJet. The products are expected to generate additional recurring revenue from the device.
Company founder James Dyson said in statements published overseas that the product is the result of six years of research, development and engineering that challenge every aspect of conventional oral care. According to the company, products on the market until now have simply helped consumers shorten the brushing process. The goal here is for consumers to trade speed for more thorough and comprehensive cleaning.
According to Dyson: "We wanted to solve three fundamental problems: how to see those gaps, remove plaque, how to improve cleaning performance while brushing. By combining a camera, machine learning, precision fluid dynamics, advanced brushing technologies, connectivity and WiFi, Dyson CameraJet introduces an entirely new way to keep your mouth healthy."
Dyson products are distributed in Israel by Fox, which received the franchise this year and has also opened a Dyson store at BIG Glilot. Dyson was founded in Britain in 1993 and operates in more than 80 markets worldwide. Previously, the brand was distributed by B.N.Z.K. Trade, Import and Distribution.