STAMFORD, Conn., July 22, 2015 /PRNewswire/ -- Who ever said tooth brushing needs to be boring? For more than two decades, Philips Sonicare, the power toothbrush brand coveted by Dental Professionals and celebrities alike, has been making the every day task of taking care of your teeth and gums a little more exciting. Now, with the launch of its latest addition to the sleek, top-of-the-line DiamondClean range – Philips Sonicare DiamondClean Amethyst Edition – fashion and beauty mavens can bring a little runway style to their oral care routine.

The new Philips Sonicare DiamondClean features a bold color and metallic sheen that combines two hot trends in the fashion world: deep purple and galactic – colors and metallics inspired by space.

"From the runways in New York, Paris, London and Milan to the latest glossy spreads, top designers have been employing both bold purple and galactic elements into their lines," said celebrity fashion designer Adam Selman, who launched his eponymous collection after designing custom clothing for notable private clients. "The combination creates a standout aesthetic that is unexpected and daring in a traditionally white space."

Philips Sonicare DiamondClean Amethyst Edition's superiority doesn't stop at the aesthetics. Like the rest of the DiamondClean range (already available in white, black and pink), Philips Sonicare DiamondClean Amethyst Edition delivers more brush strokes in two minutes than a regular manual toothbrush delivers in one month of use. As Philips Sonicare's best whitening toothbrush, the DiamondClean model is proven to whiten teeth in just one week of use¹ and improve gum health in only two weeks².

"Philips Sonicare has an ongoing commitment to creating products that push the envelope when it comes to oral care innovation and also meet very real consumer needs," said Boon Lai, Vice President of Marketing for Philips North America. "With the launch of Philips Sonicare DiamondClean Amethyst Edition, we set out to meet two needs: first, to help consumers achieve their best oral health and second, to satisfy a desire for standout style and customization."

To provide consumers with a customized brushing experience, the DiamondClean range is equipped with five bespoke brushing modes, including:

• Clean: Standard mode for a whole mouth clean
• White: Removes surface stains to whiten teeth
• Polish: Brightens and polishes teeth to bring out natural brilliance
• Gum Care: Gently stimulates and massages gums
• Sensitive: Extra-gentle for sensitive teeth

Philips Sonicare DiamondClean Amethyst Edition is available now at Amazon.com, Drugstore.com, Target.com and Walmart.com, and will be available in August 2015 at Bed Bath & Beyond, Best Buy and Kohl's stores, for the suggested retail price of $219.99. For more information about Philips Sonicare DiamondClean Amethyst Edition and the rest of the superior Philips Sonicare power toothbrush range, please visit www.Sonicare.com or become a fan of the brand on Facebook and Twitter.

About Royal Philips:
Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people's lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2014 sales of EUR 21.4 billion and employs approximately 105,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at www.philips.com/newscenter.

¹ Evaluation of stain removal by Philips Sonicare DiamondClean power toothbrush and manual toothbrushes, Colgan P, DeLaurenti M, Johnson M, Jenkins W, Strate J.
² Plaque removal efficacy of two novel Philips Sonicare DiamondClean brush heads, Putt M, Milleman J, DeLaurenti M, Schmitt P.

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SOURCE Royal Philips