Colgate recently revealed a new smart toothbrush called hum, developed specifically to help consumers brush their teeth better. The pastel-colored toothbrush utilizes tech like smart sensors that are able to track the duration, frequency, and coverage of its user’s brushing style. In a press release, Colgate’s Vice President of Marketing in North America Bill van de Graaf stated:

“hum by Colgate was designed with the consumer in mind to create a more accessible smart electric toothbrush to help more people brush better. hum also meets the consumer demand for a lightweight and sleek toothbrush that delivers a powerful clean. For consumers, good habits are key to staying happy and healthy, and they prefer brands that help them build those habits in easy and fun ways.”

In combination with its patented bristle, the electric brush is able to provide a personalized experience while also targeting specific spots that need additional cleaning by utilizing its 3D sonic vibration technology. The toothbrush can connect to Apple’s Health app or the hum by Colgate app to showcase its user’s personal data, which can be stored offline for up to 10 days. As an added incentive, Colgate rewards users with points in its app every time it tracks improvement in your brushing technique. The points can be used to purchase any product within the app’s shop, including refills on the brush heads.

hum by Colgate’s rechargeable toothbrush retails for $69.99 USD. However, its battery-powered iteration sells for $49.99 USD. Both can be purchased now from the Colgate website, or from AmazonBed Bath & BeyondWalmart, and other retailers next month.

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