Philips Sonicare is adding a bit of a fashionable flair to its power toothbrush line.
The Stamford, Conn.-based company is partnering with New York-based fashion and accessory brand Susan Alexandra on a custom and limited-edition line of travel accessories.
Designed to highlight self-expression through whimsical and bold designs, the collection was inspired by the Philips One by Sonicare, a power toothbrush curated for those who want to expand beyond the world of manual brushing.
Available in battery-operated or rechargeable formats with a travel case, the line is available in eight colors — mango, Miami, midnight, mint, shadow, snow sage and shimmer.
“Philips Sonicare pursued this partnership to reach a new demographic of young adults who are looking to prioritize their health and individuality — especially while on the go,” Marci El-Deiry, head of marketing, oral healthcare at Philips said. “This partnership has been a true collaboration from inception, playing off the similarities and ideas of both Philips Sonicare and Susan Alexandra. Despite the difference in industry and products, both brands were able to come together, bonded by a common goal to showcase our dedication to self-care and prove that it can be accessible, user- and travel-friendly and enjoyable.”
One of the first products launching from the brand as part of the partnership is a beaded lip charm made of red rhinestones and pearl teeth.
In September, additional products will debut, including a toiletry case, tote bag and decorative sticker sheets, the company said.
“We were so thrilled when Philips Sonicare came to us to collaborate with the goal of giving our customers the gift of versatility, portability and travel style,” said Susan Alexandra founder, Susan Korn. “The bold, bright and cheerful sentiment behind each of the products in this collection marries the practical, sleek customizable design of Philips One by Sonicare.”