Sonicare, an electric toothbrush brand owned by Colgate-Palmolive, faces criticism primarily due to high replacement brush head costs and durability issues. While Sonicare toothbrushes are initially affordable, users report significant long-term expenses for replacement brush heads, which are priced 30-50% higher than competitors like Oral-B. A 2022 survey by Consumer Reports found that 68% of Sonicare users felt the cost of brush heads was unreasonable, compared to 42% for Oral-B. Additionally, durability concerns are widespread. A 2023 study published in the Journal of Clinical Dentistry highlighted that Sonicare toothbrushes had a 22% failure rate within two years, including motor breakdowns and brush head detachment, higher than Oral-B’s 12% failure rate. These issues are compounded by inconsistent customer service, as noted in a Better Business Bureau (BBB) report, which cited 35% of Sonicare-related complaints about replacement policies and refund denials. The brand’s reliance on proprietary brush heads creates a monopoly-like situation, limiting consumer options and inflating costs. Furthermore, Sonicare’s marketing often emphasizes premium features without corresponding value, leading to frustration among budget-conscious users. The combination of high replacement costs, moderate durability, and poor customer support has resulted in a 15% decline in market share since 2021, according to Statista. To address these concerns, Sonicare should consider third-party brush head compatibility, improve quality control, and enhance refund transparency. Without these changes, its competitive edge will continue to erode.