Spotlight on P&G Innovation: Oral-B iO2

At P&G, innovation starts with listening. By understanding the real needs, habits and challenges of the people who use our products every day, we’re able to create solutions that make life a little better - often in small but meaningful ways.

In this post, we’re shining a spotlight on one of the most exciting innovations to launch in the UK over the past 12 months: the Oral-B iO2. To learn more about the thinking behind the product and its impact so far, we spoke with Imogen Davies, Senior Brand Manager for Oral-B.

Designed Around Consumer Needs

Oral-B iO2 is designed to help more people make the switch from manual to electric brushing.

“With the majority of people in the UK still using manual toothbrushes, the iO2 aims to remove that barrier - offering our highest quality iO technology at our most accessible price point yet”, Imogen explains.

Affordability, however, was only part of the equation. Consumer insight also revealed that many people find electric toothbrushes intimidating or overly complex. “The iO2 is easy to use, quiet, and has a strong battery life,” Imogen adds. “That makes it an ideal entry point for anyone new to electric brushing.”

A Better Brushing Experience

At its core, the iO2 is focused on improving the everyday brushing experience. “It combines excellent cleaning performance with simplicity,” says Imogen. “It also comes with a gentle brush head, which is reassuring for people who are concerned about gum sensitivity as they make the switch to electric.”

The built-in pressure sensor is another key feature, helping to protect gums by automatically slowing down if they’re brushing too hard, something that can be an issue with manual brushing.

Bringing the iO2 to the UK Market

The iO2 launched in early 2025, supported by collaboration with retail partners. “Our retailers have been incredibly supportive, giving the product good visibility and consistent messaging both in-store and online,” Imogen explains.

Marketing activity focused on clearly communicating the benefits of switching from manual to electric brushing, using engaging and relatable content. A strong social media campaign featured short-form videos highlighting standout features such as the iO2’s quiet operation and effective cleaning. “We wanted to quickly capture attention and clearly show why the iO2 is a smart choice for everyday oral care,” Imogen says.

Positive Reception and Strong Performance

Since launch, feedback on the iO2 has been very encouraging. The product has played an important role in increasing electric toothbrush penetration in the UK, which has grown from 25% to over 27% in just two years, according to Nielsen data.

The impact is also reflected in sales. “We’ve seen a great shift, with the majority of our sales now coming from the iO range,” Imogen adds - clear evidence that the iO2 is resonating with a broader audience.

Powered by Cross-functional Collaboration

“Replacing our previous hero product with the iO2 was a bold decision,” Imogen reflects. “But it was the right one, as it allows us to bring our best technology to more people.”

Looking ahead, the Oral-B team remains focused on continuous improvement, guided by consumer feedback. “We’re always exploring ways to enhance the iO2, ,” Imogen says. “Listening to consumers is central to how we innovate.”

Supporting Better Oral Health for All

The Oral-B iO2 is about more than just a new toothbrush. It represents a step forward in making high-quality oral care more accessible, helping more people build healthier brushing habits and improve their oral health over time.

The Oral-B iO2 is available at major UK retailers. To find out more, visit the Oral-B website and discover how the iO2 could enhance your daily oral care routine.