Can you say "piezoelectric multimorph transducer?"
It's 1987. David Giuliani, a successful entrepreneur with a background in electrical engineering, meets with University of Washington professors Drs. David Engel and Roy Martin. They form a new company named GEMTech to promote a dental hygiene device using a piezoelectric multimorph transducer.
If at first you don't succeed...
In 1989, GEMTech secured financing to develop a consumer prototype. Three years and numerous attempts later, Giuliani and his partners realized the technology they licensed wasn't practical. In sifting through prior patents, they found a similar sonic technology they thought would work. GEMTech approached other companies to license this new and improved product but, despite interest, they found no takers.
"I'll take 36"
Giuliani pulled together more financing, developed a design, and prepared to launch his sonic toothbrush. In November 1992, the Sonicare toothbrush was introduced at a periodontal convention in Florida. The first periodontist who visited the booth ordered 36 of them on the spot.
 
A Brush With Success
By 1995 more than one-third of the dentists in the United States were recommending the Sonicare toothbrush to their patients. The Sharper Image featured the Sonicare toothbrush in its stores and catalogs, and GEMTech changed its name to Optiva Corporation after erroneously receiving a small package containing $50,000 of jewels destined for another local company named "Gem Tech."
Then, in 1997, Inc. Magazine named Optiva the fastest growing private company in the United States based on growth during the previous five years. Giuliani visited the White House a second time to receive the U.S. Small Business Administration's Small Business Person of the Year award presented by Vice President Al Gore. Optiva also launched its first ever television advertising campaign for Sonicare.
Optiva began moving more into international markets in 1998 and sales were brisk. Television talk show host Rosie O'Donnell revealed that she used a Sonicare and Oprah Winfrey told her audience "I love this product." By year's end, the company employed more than 500 people.
On Higher Ground
In 1999, Optiva Corporation relocated its headquarters and manufacturing operations from Bellevue, Washington to a new 176,000-square-foot, state-of-the-art facility in Snoqualmie, Washington. Snoqualmie is the picturesque location for Snoqualmie Falls, a 270-foot waterfall that's 100 feet higher than Niagara Falls. The company also launched its television ad campaign featuring a decidedly unconventional Tooth Fairy, and it ended the year with more than 600 employees.
In October 2000, Philips Domestic Appliances and Personal Care (DAP), a division of Royal Philips Electronics (AEX: PHI, NYSE: PHG) acquired Optiva Corporation.
In January 2001, Optiva Corporation changed its name to Philips Oral Healthcare, Inc. With the combined resources of the former Optiva Corporation and its new owners, Philips DAP, the company set forth to leverage its tremendous research and development capabilities to create the next generation of power toothbrushes. By the end of 2001, the company produced its 10 millionth Sonicare and became the #1 rechargeable power toothbrush in the United States.*
Taking it to the next level
2002 was a banner year for Philips Oral Healthcare as the company launched the next generation in power toothbrushes — the Sonicare Elite — at the American Dental Association (ADA) annual meeting in October 2002. It became an instant success. More than 100,000 dental professionals personally tried the Sonicare Elite since its introduction.
2003 welcomed the release of the Sonicare Elite to consumers. The Elite's next generation design provides an unprecedented level of comfort, and is the most advanced power toothbrush to date to promote maximum oral health and hygiene.
* Source: IRI 2002
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