This interview was conducted via email
Tell me a bit about the new brand campaign and where did the concept come from?
Twice was founded in 2018 with music artist Lenny Kravitz.
The new line is launched DTC, wholesale and in Target, CVS and Wegmans.
This brand evolution is the true expression of our vision, our product platform and what we believe is the future of the category. The concept of oral wellness has always been deeply embedded in our core philosophy – that a healthy mouth is a healthy self. We’ve been designing a holistic oral health system for over 2 years to deliver next-generation benefits and bring oral care into the wellness conversation. Working with Lenny and our entire team, the concept of disrupting the oral care aisle with the color yellow was to bring a different feeling to the category leader with emotion, connection and illuminating the true power of each smile. nobody.
What white space in oral care does this brand fill?
The oral care industry is quite polarizing… On the one hand you have conventional, household and legacy brands that deliver dental health efficacy and on the other you have more natural “made without” products some ingredients to be clean. We cater to every mouth’s need to deliver cutting-edge science and clean ingredients without compromise.
Coming out of COVID, the focus is on preventative care and a more holistic approach to overall wellness. Our oral wellness innovations are designed to balance your microbiome and introduce a preventative care approach to your mouth. This means balancing good and bad bacteria, increasing oral pH, and including super ingredients like colloidal silver and zinc to boost your natural oral defenses.
What does the research say about the importance of the oral microbiome?
The oral microbiome is the second largest microbiome in the body, after the gut. It really is the gateway to the gut. There are over 120 systemic diseases in the body that stem from inflammation in the mouth. Studies show direct links between gingivitis (inflammation of the gums) and cardiovascular disease, the leading cause of death in America.
Tell me a bit about your omnichannel retail strategy.
Toothpaste and oral care in general has long been a convenience-focused product category. It’s a need to have… not a pleasure to have. This means being where people buy is extremely important to us. Be available on Amazon with the click of a button, on the shelf at your next Target or CVS run, at your local grocery store, or even manage your subscription on our own website. Having an omnichannel retail strategy is essential for us to meet our customers where they are most often throughout their journey.
What does this launch mean for the world of oral care in general?
The future of oral care is bright! I love meeting professionals who are already having a preventive discussion with their patients – talking about nutrition, adequate sleep, airway and nasal breathing in addition to good hygiene. I believe our brand and our products are helping to accelerate consumer awareness of a holistic approach to healing the microbiome. I also hope this launch helps people crave, look forward to, and obsess over their oral wellness routine. We need more people obsessed with healthy mouths, the future of wellness is oral!
What can other professionals in the personal care industry take away from this launch?
I think the product is number 1, we’ve always been obsessed with the product – the ingredients, the formulation, the experience, the impact. From the inside, how does this product deliver an experience like never before? It’s also exciting to be bold and go where the industry hasn’t. Yellow is redefined in oral care, a color traditionally associated with yellow teeth for decades, is now synonymous with brightness, connection and love.
Anything else you want to add?
Our goal is to take oral care out of the bathroom and into the everyday moments that fuel your life. Our Immunity Rinse is great after brushing your teeth, but it’s even better anytime you need a mouth full of freshness – after a long flight at the airport, in your car before a big date. you or in your gym bag after a good workout.