RADIUS Toothbrush company was started on the small Caribbean island of
Tortola, one of seventy two British Virgin Islands. James O'Halloran and
Kevin Foley were architects who were fascinated by the idea of a functional
and enjoyable toothbrush.
claim that their major problem as that of compliance - people don't
use toothbrushes for long enough and don't do a good job of maintaining
their oral hygiene. They believe that with diligence - all teeth could
be perfectly maintained.
The RADIUS design began at this point - it
aimed to make the toothbrush comfortable and enjoyable - soft bristles,
large head area for low pressure and a comfortable handle.
RADIUS Original Toothbrush
original design was produced by James in April 1982 and was followed
by a lengthy gestation period that lasted until late 1983.
James, Kevin and a group of friends funded
the new company and this investment was used to develop molds and do
some preliminary marketing studies.
The final manufactured version had 5,500 very
thin bristles (about 2/3 the thickness of an Oral B 60 - then the No.1
toothbrush). It came in right or left handed versions and the body of
the toothbrush was made of cellulose.
The design was revolutionary - nobody had ever
thought of using very fine filaments or of using a large head to lower
pressure on the gums. The idea of actually making a handle that responded
to the right and left orientation of the world's population was regarded
as scandalous. This design did not fit into one of those little slots
that toothbrushes were sold from - that had been the main criteria for
the shape of a toothbrush for 50 years.
The head was an organic oval shape - the tufts
of bristles arranged so that they did not line up in parallel - this
meant that they did not repetitively track along the gum line and cause
By late 1983 RADIUS was established in a loft
building in New York's Flatiron District, with a subcontractor in Leominster,
Mass. making the brushes. We began selling to design stores, pharmacies
and mail order catalogs.
In early 1984 RADIUS Toothbrush won the "e;Accent
on Design"e; award for the most innovative use of design. Sales to specialty
stores increased and the company became well established.
fan club developed, Sting called to find out where he could pick up
a RADIUS on a US tour, Whoopi Goldberg talked about us on TV, Robert
Redford wouldn't be without his, Jane Fonda had several in each of her
and Cher refused to give up hers to an artist seeking to incorporate
it in a painting of her.
Independent pharmacies, first in New York,
later throughout the country became big customers - giving RADIUS a
view of larger markets. Health Food stores became very strong accounts.
Brookstone, an upmarket mall retailer, selling elegant tools and appliances,
was a major customer through these years. Norm Thompson, the large Oregon
based mail order catalog company was a staunch supporter of our company.
In 1986, the Oral B company approached, the
president's children had begun to use RADIUS, loved it, told their Dad,
who contacted us to discuss a joint marketing deal. The deal fell through
- but RADIUS learned from Oral B the effectiveness of the original design.
1988, James and Kevin had had enough of New York and bought the Heffner-Dietrich
Grain Mill in Kutztown, in Pennsylvania's Hex Country. The 1863 mill
was restored over the next few years into a very beautiful workplace,
where the world supply of RADIUS toothbrushes are manufactured.
through the New York years, we had been unhappy about other people making
our toothbrush. Eventually this was the principal force that drove us
to Kutztown and to manufacture our own products. Machines were bought,
bristling equipment installed, a variety of English and Belgian "e;lads"e;
were sent over to tune and set up these machines. James became the No.
1 manufacturing guru - RADIUS was in the manufacturing business and
controlled its own destiny.
This decision was serendipitous, new developments
such as the SCUBA and the travel case have come directly out of the
knowledge received from making our own product. RADIUS now attends the
major conferences of brush makers and has one of the most up to date
manufacturing facilities in the world - a visit is recommended.
The SCUBA Toothbrush
original idea for this product came from fascination with a new form
of injection molded rubber (Santoprene) made by Monsanto. We had inquired
of our manufacturer in Leominster, if it would be possible for us to
make a toothbrush with this material. His emphatic and negative answer
pushed us to develop the ideas that led to the first all rubber brush.
Once we had our own injection molding machines
and could experiment - we found it quite easy to make a rubber brush
and shortly after introduced the SCUBA, the name being an evocation
of the similar materials used in underwater diving equipment.
is in a permanent state of redesign and improvement. The all-rubber
SCUBA brush has just been completely revised and improved. It now has
a very soft rubber handle and neck, which absorbs pressure as you are
brushing. The head is 30% thinner (tip of bristle to back of head dimension),
it rates as the thinnest made anywhere - this allows access to the very
tight tooth/cheek space - one of the most problematic for toothbrushes.
Both the Original and the SCUBA brushes are now made with hexagonal
bristles that lock into place on manufacture. These bristles do a better
job of plaque removal and allow 6,500 individual bristles to be placed
in the head.
Travel Case Packaging
Radius spends a lot of time working on solutions
for our users. The travel case and wall clip packaging allows our customer
to easily store RADIUS on trips, to dry it on the wall mounted clip
and has the added benefit that the box is not thrown away - you get
some use out of it.
The use of the packaging to create something
useful out of a potential addition to land fill is part of a philosophy
of investigating the forces behind our products and their implications
on the environment.
Many suppliers of products have minimal involvement
in the production of their product and no intimate understanding of
how to reduce its impact.
Fisher-Price approached RADIUS in late 1998
with the concept of developing children's toothbrushes consistent with
their focus on innovation and quality. The idea was to use our design,
manufacturing and marketing skills together with their research facilities.
Most of the design philosophy was based on
work at Fisher-Price's research laboratory in East Aurora, New York.
They are particularly skilled in the use of focus groups and "e;at home
studies"e; and have a large staff devoted to analysis of the results obtained
from these sources. They have their own school and teachers and have
developed a good sense of what is good for children over the last 70
Research and development started in January,
1999 and we launched in late 1999. Our studies indicated the need for
three individual models for ages six months to seven years.
The four toothbrushes span from six months
to seven years. Each has a different brushing strength - ranging from
ultra soft through very soft - compared to the average children's toothbrush
at 100 grams.
As the child ages the bristle length and thickness
increase - making the brush responsive to the actual needs of developing
Under the age of three, most children have
their teeth cleaned by a parent. The first two toothbrushes, Baby and
Little People, are designed for this - but also allow the child to learn
the basics of brushing.
The spatula shaped handle is wide and flat
and allows the hand to slide up for balance and comfort. Children have
hands that are 20% larger proportionally than adults, yet most children-s
toothbrushes are scaled copies of adult brushes.
The third and fourth toothbrushes, Rescue Heroes
and Jazz, have rubber grips for use by over three year olds - who brush
on their own. The wide spatula handle fits a child hand comfortably
and the grips prevent slipping.
The head design follows the random oval pioneered
by RADIUS. It allows for a very soft brushing action without repetitive
wear caused by parallel rows of bristles.