Ultreo files countersuit against P&G regarding electric toothbrush

SEATTLE Toothbrush maker Ultreo has filed a countersuit against Procter & Gamble alleging that P&G, which makes the Oral-B power toothbrush, is misleading consumers and dental professionals by falsely disparaging Ultreo.

In September, P&G filed a lawsuit claiming that Ultreo used false advertising related to its ultrasound toothbrushes. Both suits were filed in the United States District Court for the Southern District of New York.

In its lawsuit, P&G sought to stop Ultreo from making the alleged false claims and to issue corrective advertising and literature. P&G sought to recover damages for Ultreo’s alleged false advertising and unfair competition.

As a testament to Ultreo’s confidence in its ultrasound technology, the company stated that it is encouraging dental professionals and consumers to try Ultreo exclusively for 30 days. If teeth don’t feel cleaner than ever before, users can return the product for a full refund.

The company stated that its Ultreo is a scientifically based product developed at the University of Washington in association with former scientists, engineers and executives of Optiva Corp., the developers of the original Sonicare toothbrush. It further states that the effectiveness of Ultreo is supported by scientific evidence, including human clinical studies.

“Our marketing focuses on the strong scientific evidence behind Ultreo and the proven consumer preference for the incredible feel of clean Ultreo provides,” stated Ultreo chief executive officer and president Jack Gallagher. “It’s obvious that this is the real source of concern for P&G. The fact that a $76 billion market leader is attacking and disparaging a $3 million startup offering a technical innovation simply validates Ultreo’s acceptance by the marketplace.”