Dyson Launches High-Tech Electric Toothbrush With Camera

Global brand Dyson has entered the premium electric toothbrush market with the launch of the Dyson CameraJet, a device developed by 661 engineers. The CameraJet aims to compete with established brands like Oral-B and Philips, featuring a macro camera with 100,000 pixels and AI-powered water jets designed to clean between teeth like dental floss. The technology identifies and targets interdental spaces, spraying a focused jet of mouthwash to remove plaque and bacteria.

Dyson states that the toothbrush is the result of six years of research and development, aiming to address issues of visibility, plaque removal, and cleaning performance. The device utilizes sonic vibrations for plaque removal and a membrane pump for high-pressure water jets. It connects via Wi-Fi to the MyDyson app, allowing users to view their teeth in real-time during brushing, access personalized cleaning modes, and receive brushing guidance.

The Dyson CameraJet is priced at 470 euros in Europe, $499 in the US, and 799 Australian dollars, significantly higher than many existing electric toothbrushes. For comparison, Oral-B toothbrushes in Israel range from NIS 200 to NIS 2,017. Dyson will also offer specially formulated toothpaste and mouthwash to complement the CameraJet, aiming for recurring revenue.

This product launch comes as Dyson faces increased competition in its traditional market of vacuum cleaners, with sales of its products in Israel reportedly declining due to the rise of robotic vacuum cleaners. The company has also experienced a recent drop in profits and annual revenue. Dyson has responded by diversifying its product lines, focusing on hair care, air purification, lighting, audio devices, and now oral hygiene.

Dyson products are distributed in Israel by Fox Group, which opened a dedicated Dyson store in Big Givatayim this year. Previously, the brand was distributed by B.N.Z.K. Trade Import and Distribution.