• by P.J. Bednarski  @pjbtweet, January 6, 2020

Nothing much about Procter & Gamble screams cutting-edge, but once again it has arrived at the humongous CES tech show in Las Vegas to show off new products and prototypes that challenge that perception.

Most of all, P&G touted its new Oral B iO toothbrush, which among other AI features, gives users “positive brushing feedback,” with a sensor whose variable-speed smart drive adjusts to protect gums and enamel; a “3D teeth-tracking” feature; and an interface that provides guidance in best brushing practices.

P&G says in clinical tests, 83% of gingivitis patients using the device moved from unhealthy to healthy gums in eight weeks.

Is it really new? Oral B had introduced the AI Genius brush last February in Germany. A P&G public relations company did not respond to several inquiries asking how, or if, the Oral B iO brush differs.

The exhibit at CES is called the P&G LifeLab, which means to impress upon CES attendees how the Cincinnati-based CPG giant is playing in the same innovative space they are. Last year, the first time Procter & Gamble came to CES with LifeLab, it won a few “Best of Show” accolades.

The exhibit shows how P&G has “the speed and agility of a startup fueled by more than 180 years of global business expertise,” said David Taylor, P&G’s chairman and CEO, in a statement. 

Other P&G products highlighted there include:

• TheHeated Razor from GilletteLabs, which ”delivers a sustained heat sensation via an innovative warming bar” throughout the entire shave. It’s available at the show for $200.
• Opte Precision Skincare System, a “personalized handheld inkjet printer” that scans, detects and fixes “hyper-pigmentation.” It goes on the market later this year.
• Lumi, from Pampers, combines s a smart HD video monitor with an activity sensor and brings the information together in an app, so parents have a real-time view of their baby’s sleep, feeding and diapering patterns. It costs $350.
• Airia, a “cutting-edge connected home fragrance system’ that smart-delivers a constant pleasant scent into homes, via a kind of ink-jet device.

On the more playful end, probably none of the CES items are more parody-ready than a prototypes from Charmin’s GoLab” which includes RollBot,  a toilet tissue-fetching robot; Smell Sense, an electronic sensor that checks bathroom smells by measuring carbon dioxide and hydrogen sulfide in the air; and V.I. Pee, “premium porta-potty experience” that provides VR entertainment.

It’s not likely you’ll see any of these devices on your grocer’s shelf any time soon. But  then again, laundry-doers once laughed at detergent pods, too. Now those colorful pods, pioneered by Tide, make up about 15% of the market.