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Mar 23, 2020

Over 80% of Singaporeans feel that good oral health makes a person more attractive in nation-wide study by Philips

  • 88% of Singaporeans agree that oral health is an indicator of a person’s overall health
  • Philips aims to inspire Singaporeans to inculcate good oral health habits with the Philips Sonicare Technology this World Oral Health Day

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Philips Sonicare DiamondClean Smart electric toothbrush HX9924/46

Singapore – This World Oral Health Day, Philips unveiled the results of a nation-wide study examining the oral health    care habits, including brushing off misconceptions and perceived importance of good oral health of Singaporeans.

“Our lifestyle choices impact not only our overall health, but also our oral health and as such, there needs to be a shift from merely seeking treatment to preventive care. In celebration of World Oral Health Day, Philips Singapore commissioned a survey to understand the motivations behind Singaporeans’ oral healthcare routines and to encourage consumers to inculcate good oral health habits to take charge of their oral health,” said Mr. Jinseok Chang, Business Leader, Personal Health, Philips Singapore and Emerging Markets.

The attractiveness of a person is denoted by the whiteness of their teeth

Oral disease affects 3.9 billion people worldwide1 and can impact every aspect of our lives – from relationships and self-confidence, to school, work, and socializing with others. Results from the study revealed that 84% of Singaporeans feel that the whiter your teeth are, the more attractive people think you are, with 43% striving for good oral health to make themselves feel more presentable and confident.


Harder and longer brushing does more harm than good

While Singaporeans are taking proactive steps to improve their oral heath, several misconceptions around oral healthcare habits were identified. The recommended amount of time required to brush your teeth is two minutes but 51% of Singaporeans feel that brushing your teeth should take longer. Also, 60% think that the harder you brush your teeth, the more plaque is removed.

“While some believe that applying more pressure while brushing means cleaner teeth, this does more harm than good. The added pressure while brushing can cause the enamel on your teeth to erode and your gum to recede,” said Dr Lim Lii, President of Singapore Dental Association.


To achieve good oral health every day, the Singapore Dental Association (SDA) recommends three easy steps for consumers. These include brushing your teeth twice a day with fluoride toothpaste for two minutes each time, flossing once a day to remove plaque and bacteria between the teeth and visiting the dentist once every six months for a check-up.


Oral health as a window to overall health

The mouth is a mirror to the body and reflects our overall health. Nutritional deficiencies, signs of systemic diseases like bacterial infections, immune disorders, and oral cancer, can all be identified through an inspection of the mouth2

Keeping your teeth clean and healthy is the first step to avoiding common oral health issues. Forming good oral care habits from an early age can reduce the risk of oral diseases and tooth decay. Some preventive measures to improve oral health include brushing twice daily, regular dental checkups and limiting your intake of sugary beverages.

“As digitization drives demand for personalization of healthcare, we want to empower consumers with smart solutions to take better care of their oral health from an early age for better longer-term oral health. Philips Sonicare oral healthcare solutions leverage smart sensor technology to equip consumers with actionable insights that can improve their brushing technique, alert them to any missed spots or even track cleaned areas in real time,” said Mr. Chang.


Philips Sonicare Technology


Developed in partnership with dentists for 25 years, Philips Sonicare is the No. 1 recommended sonic toothbrush brand by dental professionals worldwide3. Each Sonicare toothbrush is rigorously tested with real consumers and developed with dental associations for consistent performance.

Philips Sonicare’s advanced sonic technology incorporates 62,000 brush movements per minute to drive fluid in between teeth and along the gum line for a gentle and thorough clean. This technology creates microbubbles as you brush to ensure long-lasting fresh breath.


Philips Sonicare DiamondClean Smart electric toothbrush for complete oral care


Harnessing Sonicare Technology, the DiamondClean Smart electric toothbrush (HX9924/46) is the optimal toothbrush to ensure that consumers achieve complete oral health care every day while brushing their teeth.

Clinically proven to improve oral health, the Philips Sonicare DiamondClean Smart electric toothbrush removes up to 10x more plaque compared to manual toothbrush; delivers up to 7x healthier gums in just 2 weeks and removes up to 100% more stains in just 3 days, compared to a manual toothbrush. The advanced electric toothbrush also incorporates the Sonicare App via Bluetooth®, offering consumers a suite of information and guidance to help them take more charge of their overall oral health.


Smart sensor technology


The built-in smart sensor technology syncs automatically to Sonicare App, providing real time feedback. These sensors include:


  • Location sensor to track and improve brushing coverage, so that you do not miss any spots.
  • Scrubbing sensor to guide and reduce excess movements and scrubbing when brushing to keep your enamel intact.
  • Pressure sensor to alert you when you are applying too much pressure while brushing (amethyst light will also flash at the bottom of toothbrush handle) to reduce teeth and gum sensitivity.


The Philips DiamondClean Smart comes with five modes (Clean, White+, Deep Clean+, Gum Health and Tongue Care+) and three intensities (High, Medium, Low) for a gentle yet effective clean for gums, and long-lasting clean breath.


Sonicare App connectivity


Sonicare App transforms into a ‘virtual hub’, where consumers can track how well they are brushing each day, set goals, focus on trouble spots, and share their results with their dentist. The smart brush head sensors are also programmed to automatically select the optimal mode and intensity to provide a gentle yet effective care for your gums.

As a way of empowering you to be more proactive while brushing, the Sonicare App offers useful data-driven insights that informs you of areas that require extra attention and coaches you to become a better, more mindful brusher.

In addition, for those who travel regularly, the Philips Sonicare DiamondClean Smart can be taken everywhere with its deluxe USB travel case that doubles as a charger.


Pricing and Availability

Philips Sonicare DiamondClean Smart retails for S$399.00 at leading electronics stores, major department stores and selected authorized dealers. For more information please see


“Are Singaporeans Mouth Smart” Study

The study was conducted in two parts:


  • An online survey conducted in collaboration with YouGov of 1,053 Singaporeans, both male and female on their understanding of oral healthcare. The figures have been weighted and are representative of all Singapore adults (aged 18+).
  • An online survey conducted by H&W Marketing Intelligence of 1,510 Singaporeans aged 16-75, who are oral care health decision makers and own a toothbrush.

About World Oral Health Day

World Oral Health Day (WOHD) is celebrated globally every year on March 20. It is organized by FDI World Dental Federation and is the largest global awareness campaign on oral health.

WOHD spreads messages about good oral hygiene practices to adults and children alike and demonstrates the importance of optimal oral health in maintaining general health and well-being.

Each year, WOHD focuses on a specific theme and reaches out to the public, oral health professionals, and policymakers, who all have a role to play in helping reduce the burden of oral disease.


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About Royal Philips

Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips generated 2019 sales of EUR 19.5 billion and employs approximately 80,000 employees with sales and services in more than 100 countries. News about Philips can be found at

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Sheo Rai

Sheo S. Rai

Senior Manager
Brand and Communications
Philips ASEAN Pacific

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