The company says the Oral-B Pulsonic, which has the physical dimensions of a manual toothbrush and stands on a small power pedestal, is the slimmest and lightest rechargeable sonic toothbrush on the market. The company will promote with ads and events touting it for its design and performance.

Now on sale with a suggested retail price of around $70, the brush has features like a two-minute timer and 30-second timer--the first indicating when one has reached the end of the optimal brushing period, and the latter intended to encourage people to spend 30 seconds brushing each quadrant of the mouth.

Allisa Hammond, a spokesperson for P&G's Oral Care division, says the marketing campaign for the Pulsonic is "very different than our typical marketing strategy."

She says the campaign will include digital advertising, public relations, unique, targeted print and in-store displays. But, she says, "we will not be using TV advertising, which is something we normally use in our campaigns. Instead, we wanted to let the design of the toothbrush really stand out, and are relying on influencers such as magazine editors, bloggers, interior fashion designers and unique fashion and design sponsorships to reach this consumer."

Hammond says the Pulsonic toothbrush got some of the spotlight at New York's Fashion Week. Michael Moloney, who is the interior designer for ABC's "Extreme Home Makeover" and a Pulsonic spokesperson, held forth at the Style360 events area next to a Pulsonic-inspired bathroom vignette, demonstrating the brush.

This vignette was on display at all Style360 events, per Hammond, and the toothbrush was also used in the Kardashian sisters' runway show for their Dash and Smooch boutiques.

The Pulsonic will also appear again at the Domino Design Bazaar in Los Angeles in October, as Moloney introduces it to consumers and the interior design community.