New oral care company shakes up the industry by offering an affordable yet relatable brush
Posted: November 9, 2016
Edited by Dentaltown staff
NEW YORK—Goby, a New York City-based oral care startup, recently launched a direct-to-consumer rechargeable electric toothbrush.
With its sleek, simple design Goby aims to revolutionize the dental health industry while building a relatable brand that connects with consumers.
Goby’s co-founders, Ben Goldberg and Claire Burke, were inspired to make a change, developing an oral care company that would encourage customers to refocus on their oral health.
“Half of American adults over the age of 30 have some form of gum disease, which is largely due to poor brushing habits,” said Goldberg. “Goby aims to deliver a superior brushing experience, while introducing a product that fits seamlessly into the modern consumer's life.”
Goby partnered with Prime Studio—the design team behind Harry’s Razors—consulted with dentists, and utilized oral care research to develop a modern and functional electric toothbrush that maximizes consumers’ oral health and minimizes customers frustrations.
The company built an approachable brand that aims to resonate with consumers, avoiding confusing dental jargon and instead offering bold, modern brush colors and focusing on maximizing the two minutes every day spent brushing.
Aiming to eliminate the common issues of brushing, Goby utilizes rotationally oscillating technology, clinically proven to be the most effective at cleaning teeth. Goby’s subscription-based model automatically sends customers new brush heads. The subscription addresses the fact that the average consumer currently waits nine months to change brush heads and enables customers to adhere to the minimum dentist-recommended timeframe of three months between brush heads.
To encourage users to brush for the dentist-recommended two minutes, Goby has a two-minute timer with four, 30-second intervals to guide users’ brushing through the four quadrants of the mouth, ensuring a thorough clean.
The Goby toothbrush includes a modular brush stand with a removable drip tray, a premium battery to increase run time and a patent-pending charging system with a removable charging shell to minimize the need for cords in the bathroom.
For more information, visit goby.co.