Philips Sonicare unveils two new electric toothbrush ranges alongside refreshed brand direction
MWN-AI** Summary
Philips Sonicare, a leader in oral healthcare, has launched two new electric toothbrush ranges, the 5000 to 7300 Series, featuring Next-Generation Sonicare technology, alongside a refreshed brand direction dubbed "Feel the Care." This initiative aims to elevate daily oral care, transforming brushing from a mundane task into a meaningful self-care ritual. Matina Vidalis, Regional Business Unit Leader for Oral Healthcare in North America, emphasized the importance of rethinking oral care as part of overall health and wellness.
The new tagline, "Feel the Care," emphasizes both clinician-backed performance and the unique sensory experience that Sonicare offers, aiming to increase awareness of the importance of daily brushing. The updated toothbrushes provide innovative features such as adaptive magnetic technology that adjusts to the user’s brushing habits, ensuring optimal performance and an effective cleaning experience. The Sonicare models promise gentle yet thorough plaque removal, with the 5000 Series set at an accessible MSRP of $59.99, while the 5900, 6000, 7100, and 7300 Series range from $79.99 to $199.99.
In line with modern sustainability goals, Philips Sonicare is also enhancing its environmental footprint by designing all brush heads with 70% bio-based plastic and utilizing 100% recyclable packaging made from 50% recycled materials. This commitment to sustainability reflects a broader corporate philosophy of meaningful innovation in health technology. As consumers increasingly seek effective and environmentally friendly products, Philips aims to meet these demands with its technologically advanced and eco-conscious offerings. The Sonicare brand continues to set the standard for both performance and user experience in dental care.
MWN-AI** Analysis
Philips Sonicare's recent unveiling of two new electric toothbrush ranges, coupled with a refreshed brand direction under the "Feel the Care" initiative, reflects a strategic response to the growing demand for advanced oral health technology and a heightened emphasis on self-care. This move indicates a potentially favorable market position for Philips Sonicare, particularly in the expanding personal health tech sector.
The introduction of Next-Generation Sonicare technology across the new models signifies noteworthy advancements in product performance, which has the potential to enhance consumer experience while setting a new standard in oral health care. The company's commitment to sustainability, with brush heads made from 70% bio-based plastics and 100% recyclable packaging, aligns with evolving consumer preferences toward environmentally friendly products.
For investors, this launch presents an opportunity to assess Philips (NYSE: PHG) as a strong player in the oral care market, especially following its emphasis on innovation and consumer-centric design. The competitive pricing strategy across the new ranges, starting at a modest $59.99, is designed to make advanced oral care accessible, potentially broadening their demographic appeal.
Moreover, as dental professionals continue to recommend Sonicare, Philips is poised to capitalize on brand loyalty while attracting new customers drawn to the sensory and wellness aspects of oral care. As the healthcare sector increasingly intersects with technology, companies that can effectively blend innovation with sustainability are likely to thrive.
Investors should monitor Philips’ market performance post-launch, focusing on sales figures for these new models and consumer feedback on their user experience. With the global personal healthcare market poised for growth, Philips Sonicare's strategic initiatives could enhance its share value, making it a stock worth watching in the coming quarters.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
Sonicare "Feel the Care" invites people to experience the 'Sonicare Feeling' that transforms your daily routine into a ritual of self-care.
CAMBRIDGE, Mass., March 5, 2026 /PRNewswire/ -- Royal Philips (NYSE: PHG, AEX: PHIA), a global leader in oral healthcare, today unveiled two new Philips Sonicare electric toothbrush ranges, the integration of Next-Generation Sonicare technology, along with branding, packaging and sustainability updates that all reflect the brand's bold new platform, "Feel the Care." The refreshed brand and product lineup is designed to inspire consumers to elevate their daily oral care routine with advanced brushing technology.
"We look after our health and well-being more intentionally than ever, yet oral care is still one of the few daily routines people rarely rethink," said Matina Vidalis, Regional Business Unit Leader, Oral Healthcare, Philips North America. "Philips Sonicare 'Feel the Care' pushes brushing out of the background and into focus, paired with continuous innovations, like our Next-Generation Sonicare technology and sustainable developments, to deliver a signature brushing experience that supports your overall health for the long term."
Brand refresh focuses on unique 'Sonicare' feeling
Philips Sonicare, the #1 Dental Professional recommended sonic toothbrush brand worldwide, has debuted "Feel the Care," a refreshed brand expression that balances both aspects of the daily brushing experience: clinically proven performance and along with the brand's signature post-brushing 'Sonicare' feeling. The updated look and tone bring warmth and sensory richness to the brand, hero-ing the in-mouth experience and product design, along with a gentle, yet effective clean people can feel every day. Powered by Sonicare Fluid Action, the brushing experience delivers a deep, thorough clean while remaining intuitive and comfortable. "Feel the Care" reinforces the movement of daily brushing as an important moment of self-care.
Philips Sonicare 5000 Series
- Gently removes up to 700% more plaque1
- Offers 2 (clean and gum care) brushing modes to support different care needs
- Gradual, gentle increase in power for the first 14 brushing sessions for the easiest first step from manual brushing and provides essential care for healthy teeth and gums.
- 4 Settings: 2 Modes, 2 Intensities
- Available in two color options to fit personal style
- W Diamond Clean and C2 Optimal Plaque Removal Brush heads
- Bringing proven Sonicare performance for the first time to a more accessible MSPR $59.99 price point, it's designed to make advanced oral care accessible to more people.
- Available starting February 2026 at Walmart and Target nationwide.
Next-Generation Sonicare Technology
As part of its new Sonicare lineup, Philips is introducing Next-Generation Sonicare technology across its new 5700 to 7300 Series models, marking the first major drivetrain upgrade in more than a decade. At the center is a completely re-engineered motor, built on decades of clinical insight and engineering expertise, designed to deliver consistent power from handle to brush head for a gentle, yet effective clean, even in hard-to-reach areas like molars. The new adaptive magnetic system responds in real time to how users brush, helping maintain optimal performance when users apply too much pressure or reach the back of the mouth, habits that can typically slow bristle movement and reduce effectiveness. The result is a more consistent brushing experience, delivering up to 62,000 optimal bristle movements per minute, regardless of pressure or technique.
5700 to 7300 Series - Key Shared Features Include:
- Sonic toothbrush with Next-Generation Sonicare technology & Sonicare Fluid Action for a gentle & effective clean even in hard-to-reach areas
- Pressure sensor alerts users when they are applying too much pressure
- 2-minute SmarTimer and BrushPacer provide a comprehensive clean with guided brushing sessions, building better brushing habits
- Delivers 21 days of regular brushing on a single charge
- Brush head replacement reminder alerts you when it's time for a new brush head
Philips Sonicare 5700 Series with Next-Generation Sonicare Technology
- Gently removes 1000% more plaque2
- Up to 100% healthier gums3
- Offers 2 brushing modes and 3 intensities to support different care needs
- Available in five color options to fit personal style
- MSPR: $79.99
- Available starting February 2026 at Target, Grocery Stores, and Pharmacies nationwide.
Philips Sonicare 5900 Series with Next-Generation Sonicare Technology
- Gently removes 1000% more plaque2
- Up to 100% healthier gums3
- Offers 2 brushing modes and 3 intensities to support different care needs
- Available in four color options to fit personal style
- MSPR: $89.99Available starting January 2026 at Amazon.
Philips Sonicare 6000 Series with Next-Generation Sonicare Technology
- Gently removes 1000% more plaque2
- Features a visual pressure sensor that helps protect sensitive teeth and gums
- Offers 3 brushing modes and 3 intensities to support different care needs
- Available in five color options to fit personal style
- MSPR: $89.99-$159.99
- Available now at major retailers nationwide.
Philips Sonicare 7100 Series with Next-Generation Sonicare Technology
- Gently removes 1000% more plaque2
- Up to 600% healthier gums4
- Sonicare App connectivity - Brushing insights in the palm of your hand
- Offers 4 brushing modes and three intensities to support different care needs
- Available in five color options to fit personal style
- MSPR: $159.99
- Available starting February 2026 at major retailers nationwide.
Philips Sonicare 7300 Series with Next-Generation Sonicare Technology
- Gently removes 2000% more plaque1
- Up to 600% healthier gums3
- Sonicare App connectivity - Brushing insights in the palm of your hand
- Offers 4 brushing modes and 3 intensities to support different care needs
- Available in four color options to fit personal style
- MSPR: $199.99
- Available now at Amazon.
Upgrades to sustainability and packaging
Philips Sonicare is also releasing its full range of brush heads now designed with 70% bio-based plastic5, while packaging is 100% recyclable and made from 50% recycled materials. The new packaging is already available at leading retailers across North America.
With the "Feel the Care" refresh and the launch of the 5000 to 7300 lineup, Philips Sonicare advances how people experience everyday oral care. By combining proven sonic technology that delivers more effective results than manual brushing with a refined design and feel, Sonicare is redefining the standard for performance, user experience and ultimate care.
About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and well-being through meaningful innovation. Philips' patient- and people-centric innovation leverages advanced technology and deep clinical and consumer insights to deliver personal health solutions for consumers and professional health solutions for healthcare providers and their patients in the hospital and the home.
Headquartered in the Netherlands, the company is a leader in diagnostic imaging, ultrasound, image-guided therapy, monitoring and enterprise informatics, as well as in personal health. Philips generated 2025 sales of EUR 18 billion and employs approximately 64,800 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com/newscenter.
1vs. a manual toothbrush
2in hard-to-reach areas vs. a manual toothbrush in 6 weeks
3in Clean mode vs. a manual toothbrush in 2 weeks
4in Gum Health mode vs. a manual toothbrush in 6 weeks
5Allocated to plastic of brush head on mass balance basis
Model | 5000 | 5700 | 5900/59 | 6000 | 6100 | 6400 | 6500 | 6700 | 7100 | 7300 |
Brush | W2 & | C3 | C3 (2x) | S2 | S2 | S2 | C3 & | 1 S2 & | G3 | A3 (3x) |
Plaque | Removes | Gently removes 1000% more plaque | Gently removes 2000% more plaque | |||||||
Additional | up to 100% | Gentle on sensitive | Whiter | up to | Up to 600% healthier gums | |||||
Next- | N | Y | Y | Y | Y | Y | Y | Y | Y | Y |
Modes | 2 | 2 | 2 | 2 | 2 | 3 | 3 | 3 | 4 | 4 |
Intensities | 2 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 |
Pressure | N | Haptic | Haptic | Light | Light | Light | Light | Light Ring | Light Ring | Light Ring |
Travel | N | N | N | N | Y | Y | Y | Y - Charging | Y - Charging | Y - Charging Travel Case |
SmarTimer | Y | Y | Y | Y | Y | Y | Y | Y | Y | Y |
30s Quad | Y | Y | Y | Y | Y | Y | Y | Y | Y | Y |
Sonicare | N | N | N | N | N | Y | Y | Y | Y | Y |
MSRP | $59.99 | $79.99 | $89.99 | $89.99 | $99.99 | $109.99 | $129.99 | $159.99 | $159.99 | $199.99 |
Exclusive | Walmart | Amazon | Target | - | Amazon | - | Amazon |
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For more information, please contact:
Omnicom Public Relations
Amanda Cargulia
Amandac@omc.com
SOURCE Philips Sonicare
FAQ**
How does Koninklijke Philips N.V. NY Registry Shares PHG plan to leverage its refreshed brand direction, "Feel the Care," to differentiate Philips Sonicare from competitors in the electric toothbrush market?
With the introduction of Next-Generation Sonicare technology, how does Koninklijke Philips N.V. NY Registry Shares PHG intend to maintain growth and consumer engagement in the oral healthcare sector?
What sustainability advancements in materials and packaging can we expect from Koninklijke Philips N.V. NY Registry Shares PHG to further enhance the appeal of its new sonic toothbrush range?
How will Koninklijke Philips N.V. NY Registry Shares PHG ensure that the new Sonicare models with increased plaque removal performance translate into higher sales figures in a competitive market?
**MWN-AI FAQ is based on asking OpenAI questions about Koninklijke Philips N.V. NY Registry Shares (NYSE: PHG).
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