In a first-of-its-kind partnership, the dental toothbrush brand Philips Sonicare, has collaborated with New York-based fashion and accessory brand Susan Alexandra, to create a custom limited-edition travel accessory line highlighting self-expression through whimsical, bold designs.
The collection is inspired by Philips One by Sonicare: a new power toothbrush curated specifically for those who are ready for a step up from manual toothbrushing, with portability and bold colors at the core of its design. It’s microvibrations coupled with soft, contoured bristles provide a gentle, yet thorough clean. The toothbrushes are available in both battery-operated or rechargeable formats, and complete with a travel case, with aesthetic available in eight unique colors: Mango, Miami, Midnight, Mint, Shadow, Snow, Sage and Shimmer.
Philips Sonicare worked hand in hand with Susan Korn, founder and Chief executive officer of Susan Alexandra, to develop a line of limited-edition products that celebrate the Philips One by Sonicare portfolio, to help encourage personal expression.
“Philips Sonicare pursued this partnership to reach a new demographic of young adults who are looking to prioritize their health and individuality – especially while on the go,” said Marci El-Deiry, Head of Marketing, Oral Healthcare at Philips. “This partnership has been a true collaboration from inception, playing off the similarities and ideas of both Philips Sonicare and Susan Alexandra. Despite the difference in industry and products, both brands were able to come together, bonded by a common goal to showcase our dedication to self-care and prove that it can be accessible, user- and travel-friendly and enjoyable.”
The first product in this collection will launch in August and is a beaded lip charm made of red rhinestone lips and pearl teeth. In September, a portfolio of additional products, which includes, a toiletry case, tote bag, and decorative sticker sheets will launch.
“We were so thrilled when Philips Sonicare came to us to collaborate with the goal of giving our customers the gift of versatility, portability and travel style,” said Susan Alexandra founder, Susan Korn. “The bold, bright and cheerful sentiment behind each of the products in this collection marries the practical, sleek customizable design of Philips One by Sonicare.”
