"Dentists always tell us: 'People do a great job in the week before they come to visit us and in the week after they visit us," the director says, "but nothing can hide the fact that when we look inside the mouth we can see all the areas they miss'." The app will apparently provide real-time guidance to help you put the toothbrush in the right place. Oral-B has been trying similar things with its SmartSeries for a while now, but this latest attempt looks to do away with clunky hardware and integrate with your smartphone instead.

Set for a full unveil next week, the toothbrush will go on sale for £199 ($330 including British sales tax) this June. Oral-B isn't alone in wanting to make brushing your teeth smarter: we tried out a similar brush from Kolibree earlier this year, and another startup, Beam, already sells a Bluetooth-enabled toothbrush.