Dyson has created a toothbrush equipped with a camera, priced at $499.

      Dyson has integrated a camera into a toothbrush. The CameraJet was launched on Tuesday for $499, featuring a 100,000-pixel macro camera in the brush head along with a small jet that sprays mouthrinse between teeth. The company claims it took six years to develop this product.

      The primary purpose of the camera is to assist the toothbrush in determining where to aim, rather than solely providing users with a close-up view of their teeth. It captures 28 images per second and uses them to identify gaps between teeth within 100 milliseconds, directing the jet towards the detected areas.

      Supporting this technology are 16 million lines of code and 470,000 dental images used for training the software. Dyson refers to this technology as Gap Optical Targeting, which is a significant factor in justifying the CameraJet's $499 price point.

      “Flossing is an inconvenient and time-consuming task,” commented James Dyson, the founder and chief engineer of the company. He mentioned that the team aimed to address three aspects of the issue: visualizing the spaces between teeth, removing plaque from these areas, and enhancing the cleaning efficacy of brushing.

      The jet is designed in a conical shape rather than a needle shape, which Dyson claims performed better in laboratory tests. It uses a diaphragm pump and pressure chamber to draw liquid from a 12.5ml tank, while an anti-gravity mechanism helps move the liquid through the device. The tank can refill from the dock in around three seconds.

      The brush head features two types of bristles on a contoured surface. The firmer inner bristles are meant to tackle surface stains, while the softer outer bristles clean along the gumline. An RFID tag in the brush head connects it to the app and notifies users when it needs replacement.

      According to Dyson, the CameraJet removes 69% more plaque from difficult-to-reach areas compared to premium rivals. This result stems from the company's own tests, which utilized a proxy for plaque developed during a five-year partnership with the dentistry faculty at the National University of Singapore.

      While the camera’s 100,000 pixels might seem low, it's adequate for the device’s purpose of recognizing the difference between a tooth and the space beside it, enabling the jet to be aimed correctly. A higher-resolution camera would complicate the design without enhancing its functionality for this specific task.

      There are also valid privacy concerns regarding the camera's presence in a bathroom setting. Dyson asserts that the camera is only operational when the user is viewing the live feed or when the automatic jetting function is in use, and that no images are stored. These are Dyson’s stated privacy protocols rather than claims that have undergone independent verification, which is particularly relevant due to the device's intention to look inside the user’s mouth.

      The CameraJet is also linked to Dyson's broader ecosystem, utilizing Wi-Fi and Bluetooth with the MyDyson app, which offers guided cleaning sessions, maps brushing areas, and delivers personalized feedback.

      Despite being perceived as a simple toothbrush, there is considerable technology involved in the device. Priced at $499, it is approximately $100 more than its competitors, the Philips Sonicare Prestige 9900 and Oral-B iO Series 10.

      Dyson is positioning the CameraJet above the current premium range rather than competing on price. However, caution should be exercised regarding the 69% plaque-removal claim, as it is derived from Dyson's own tests and utilizes a proxy plaque specific to that research, instead of being supported by an independent clinical trial that demonstrates improved dental outcomes for CameraJet users.

      This strategy aligns with Dyson's approach in other consumer markets, where the company typically enters established fields and presents a more expensive product by demonstrating the potential for better engineering in a familiar process.

      This method has been successful in the vacuum cleaner, hand dryer, and hair care sectors, although their efforts to expand into electric vehicles ended after substantial development costs led the company to discontinue the project.

      The oral care category appears to be much more aligned with the segments where Dyson has successfully established itself. The business model is also crafted to extend beyond the initial $499 purchase, with plans to offer a non-foaming toothpaste without SLS and a low-foaming mouthrinse designed specifically for the jet, while the RFID-equipped brush heads create a repetitive market for replacements.

      Initially, the CameraJet is available through Dyson Demo Stores and the company's website in two color options.