BEAUTY CARE

P&G sues Ultreo claiming false advertising

BY Antoinette Alexander

CINCINNATI Procter & Gamble has filed a lawsuit against maker and distributor of “ultrasound toothbrushes” Ultreo alleging that Ultreo is misleading consumers and dental professionals through false advertising.

According to the lawsuit, the advertising falsely claims that the Ultreo Ultrasound toothbrush, with is ultrasound “waveguide” technology, creates bubbles that can remove plaque bacteria in the mouth. The company claims that the ultrasound feature and bubbles it creates can remove plaque that bristle action alone can leave behind.

In response to the suit, Ultreo issued a statement that read: “We deny the claims made by P&G regarding the way we market our patented ultrasound technology. Ultreo’s effectiveness is supported by strong scientific evidence including a variety of human clinical studies. The product is enjoying a groundswell of excitement from consumers and dental professionals alike. In a recent study, eight out of 10 consumers who used Ultreo said they would switch to Ultreo from their current power toothbrush. While we prefer to compete in the marketplace, we are prepared for a vigorous legal response to P&G’s complaint.”

In its lawsuit, P&G is seeking to stop Ultreo from making the alleged false claims and to issue corrective advertising and literature. P&G also is looking to recover damages for Ultreo’s alleged false advertising and unfair competition.

According to P&G, its own study showed that turning off Ultreo actually removed more plaque that using the ultrasound “waveguide” on, per the manufacturer’s instructions. P&G also claims that Ultreo has provided no clinical studies, where the toothbrush has actually been used by consumers, to support its claims that the ultrasound component of the brush removes plaque in the mouth.

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P&G introduces power Oral-B toothbrush with wireless display

BY Antoinette Alexander

SAN FRANCISCO Procter & Gamble’s Oral-B toothbrush brand has announced the launch of its new Triumph with SmartGuide, marking the first power toothbrush with a wireless display to help consumers improve their brushing habits.

The toothbrush features Smart Technology, in which the brush head, handle and now visual display work together so users can receive visual cues to help them brush better. The FlossAction brush head and handle are embedded with microchips. The handle communicates with the wireless display to signal when the user is brushing too hard, when to move to the next quadrant of the mouth, when they have brushed for two minutes and when it is time to replace the brush head.

According to the company, those who use the toothbrush are up to four times more likely to brush the dental-recommended two minutes that with a regular manual toothbrush. A recent study showed that 93 percent of those who used the Triumph with SmartGuide reduced their aggressive brushing behavior within 30 days.

The new Oral-B Triumph with SmartGuide has a suggested retail price of $149.99.

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L’Oreal to open New Jersey facility in 2009

BY Antoinette Alexander

BERKELEY HEIGHTS, N.J. L’Oreal USA broke ground on Thursday for a new office facility here that is scheduled to open in 2009. The facility will house about 400 employees and will function as the beauty company’s New Jersey headquarters.

The company’s corporate headquarters will remain in New York.

The new office, located at Connell Corporate Park, will enable L’Oreal to bring together groups of employees who are currently working in different New Jersey locations.

The open-plan design will maximize natural light and the use of “green” raw materials, while minimizing the effect on the environment. It will be Gold Leed certified and will feature energy-saving systems throughout, including heating, air-conditioning and lighting that can be individually controlled. The furniture and other fixtures will be made from recycled and locally sourced materials.

The broader Connell Corporate Park campus will contain a fitness center and hotel and conference facilities, as well as an outdoor wooded area with features such as walking paths and streams.

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