SHERIDAN, WYOMING – April 1, 2025 - Oral-B Showcases Game-Changing Innovations and Evidence-Based Oral Care at IDS 2025
A new era of oral hygiene: Electric toothbrushes take center stage
At this year’s International Dental Show (IDS) in Cologne, Oral-B captivated the professional dental community with cutting-edge technology and compelling scientific evidence under the theme “Eine runde Routine für alle”—“A complete routine for everyone.” A pivotal moment came with the release of the DMS 6 Oral Health Study, which, for the first time, explicitly recommends the use of electric toothbrushes.
“The use of electric toothbrushes can improve oral health,” states the DMS 6 study, encouraging the dental community to actively promote their use alongside interdental cleaning tools. This endorsement aligns perfectly with the introduction of the Oral-B iO2, a user-friendly and affordably priced entry model designed to ease the transition from manual to electric brushing.
Scientific validation drives product innovation
Further reinforcing its leadership in oral care, Oral-B presented a new meta-analysis at IDS 2025 that demonstrates the superior effectiveness of its iO technology compared to manual, sonic, and traditional oscillating-rotating toothbrushes.
“This new meta-analysis reaffirms the systematic superiority of iO technology compared to manual and sonic toothbrushes,” said Dr. Ralf Adam, Senior Director Research Fellow, Oral Care R&D, Oral Health Sciences at Oral-B.
The study confirms that users with gum issues who used Oral-B iO achieved healthy gingival conditions 50% faster than with manual brushes and 33% faster than with sonic alternatives. Participants using Oral-B iO were significantly more likely to reach a healthy gum state (P<0.001), based on data from the P&G Clinical Archives (2007–2022).
Brushing behavior insights: Technology meets performance
For the first time, the DMS 6 study also explored how people brush, not just how often. Despite frequent brushing claims, results showed that around 50% of plaque remains on teeth after brushing. This underscores the importance of technology that guides users toward better outcomes.
Oral-B’s iO lineup addresses this gap with innovative features like position detection, real-time 3D feedback, and personalized coaching via the Oral-B App. The Oral-B iO 10 further enhances this experience with its iOsense smart charger, offering intuitive visual cues, a timer, and tailored guidance for a complete and effective brushing session.
Smart brushing made simple with Oral-B iO2
Recognizing the need for broader accessibility, Oral-B introduced the iO2, offering the benefits of its high-performance technology in a simplified and affordable format. With a recommended retail price of €69.99, the iO2 invites new users to embrace smarter brushing without compromising quality.
Elevating everyday routines with science-backed products
Beyond electric toothbrushes, Oral-B’s holistic approach to oral hygiene includes clinically proven Stannous Fluoride toothpastes like Oral-B Pro-Science Advanced Gum Care, rated “Very Good” (1.4) in Stiftung Warentest's 11/2024 toothpaste review. Stannous Fluoride provides up to 24-hour protection against plaque and bacteria, while also promoting enamel remineralization.
Regular flossing is also emphasized as a crucial yet often overlooked component of effective oral care, particularly for cleaning between teeth where bacteria and plaque can accumulate unnoticed.
Interactive education and professional engagement
During IDS 2025, visitors participated in guided Digital Scientific Exchange Tours led by Oral-B experts. These tours offered in-depth scientific insights, interactive product testing stations, and opportunities for professional dialogue. Attendees experienced firsthand the innovation behind Oral-B’s latest iO models and how these tools support the establishment of healthy habits.
A commitment to accessible, evidence-based oral care
With decades of leadership in dental care innovation, Oral-B continues to set new benchmarks in the industry. By combining pioneering technology with validated scientific research, Oral-B empowers dental professionals and consumers alike to adopt effective, personalized routines for lifelong oral health.
About Oral-B®
Founded in 1950 by a California periodontist, Oral-B® has become a global leader in oral care, known for its professional-grade toothbrushes and dental hygiene products. The brand is part of Procter & Gamble’s portfolio, offering electric toothbrushes, toothpaste, mouthwash, and interdental tools worldwide.
About Procter & Gamble (P&G)
P&G serves consumers globally with a portfolio of trusted brands, including Oral-B®, Pampers®, Gillette®, and Head & Shoulders®. Operating in over 70 countries, P&G is dedicated to improving everyday life through superior products.