Former Procter & Gamble executive Jeff Davis has joined Orabrush as chief executive officer.

Orabrush, Jeff Davis, CEO, chief executive officer, Procter & Gamble, P&G, 2x Consumer Products Growth Partners, tongue cleaner, tongue scraper, Jeffrey Harmon, Neal Harmon, Andrew Whitman

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Orabrush names P&G veteran as new CEO

October 4th, 2010

PROVO, Utah – Former Procter & Gamble executive Jeff Davis has joined Orabrush as chief executive officer.

Orabrush, which manufactures a tongue cleaner designed to help cure bad breath, said Monday that the hiring of Davis, along with a new growth capital investment, arose from a relationship built over the past year between Orabrush executives Jeffrey and Neal Harmon and Andrew Whitman, managing partner of 2x Consumer Products Growth Partners.

Davis comes to Orabrush after retiring from P&G with 23 years of service. Most recently, he led global operations of the worldwide Wella business as vice president and general manager of P&G Salon Professional. While at P&G, Davis worked in six different product sectors (including consumer packaged goods, pharmaceutical and beauty businesses) and in five countries (United States, Canada, Slovakia, Czech Republic and Germany).

"Jeff brings exactly the right mix of big company experience and entrepreneurial spirit," Orabrush founder and chairman Dr. Robert Wagstaff ("Dr. Bob") said in a statement.

Orabrush chief operating officer Neal Harmon added, "We appreciated Andy's [Whitman's] interest in Orabrush to introduce us last winter to Jeff Davis, who subsequently joined us as CEO."

Orabrush didn't disclose the size of the investment but said the funding will be used to expand distribution, staff and the Orabrush product line.

The company noted that 2x Consumer Products Growth Partners will bring its extensive branded consumer products experience in support of the growth of Orabrush.

"Andy and the team understand our industry-leading, innovative social media marketing model," stated chief marketing officer Jeffrey Harmon. "Even before investing, they helped us meet our Angel investors and acted as a sounding board on business issues."

Davis commented, "This partner [2x Consumer Products Growth Partners] brings the capital and right expertise our young company needs. We know they will be a critical contributor to our future success."

Orabrush offers a patented combination of ultra-soft, pointed bristles are designed to clean deep into the tongue with a tongue scraper to remove bacteria. The company explains that according to market researcher Packaged Facts, Americans spend $3.1 billion annually on mints, gums and rinses to mask bad breath, yet the New York School of Dental Medicine reports that tongue bacteria account for 80% to 90% of all cases of bad breath.

In addition, Orabrush noted that Jeffrey Harmon has developed a social media marketing effort that has resulted in more than 24 million YouTube views and high-profile press coverage.

"We review hundreds of opportunities among emerging branded consumer products companies each year to identify highly differentiated businesses with significant growth potential," stated Whitman. "Orabrush is a unique and patented product with an unbelievable route-to-market and engaged consumer following. We couldn't be more excited to support Dr. Bob, Neal, Jeffrey, Jeff and the team in the expansion of the Orabrush business."