George's mother had a problem and George wanted to solve it. It turned out that she had sensitive gums. So George started looking for products on the market that would help her; along the way, he became convinced that many diseases had their origin in improper dental hygiene. He decided to remedy this. A mother is a mother. He decided that he would develop a unique toothbrush. It took him 2 years to achieve what he wanted: it would have a conventional shape but it had to be extraordinary. After many tests and trials by dentists and users, George decided to develop a toothbrush that would be a good choice for him. Charcoal and Gold Toothbrush was launched on the market in 2012.

The product he (and his team) had achieved eliminated the 99% of harmful bacteria. That's health. They always knew that making dental hygiene easier was a way to have a real and positive impact on as many people as possible, and they came to a conclusion. That was their cause. And it is, now, also one of Laconicum's causes.