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​Recyclable toothpaste tube brings style to hygiene

Premium toothpaste manufacturer Twice’s signature product, called The Duo, uses the packaging itself to explicitly illustrate the importance of brushing teeth twice daily.

The Twice toothpaste offering consists of two tubes, on for the a.m., the other for the p.m.
The Twice toothpaste offering consists of two tubes, on for the a.m., the other for the p.m.

“The inspiration for Twice occurred about four years ago,” says co-founder and CEO Julian Levine. “We were on a charitable dental mission—my brother, myself, and our third co-founder, musician Lenny Kravitz—for the GLO Good Foundation, which my folks started to bring dentists to underdeveloped communities. We were in the Bahamas on island called Eleuthera, which is where Lenny lives part-time. We wanted to give back to his community because they have no access to care. That’s where Twice was born as an effort to get people not only to brush, but to do so twice a day.”

The Twice toothpaste offering consists of two tubes: a minty Early Bird formula to rev up in the morning, and Twilight, a formula infused with vanilla-lavender to relax before bed.

When researching package formats, the co-founders discovered, at least back here in the U.S., a pain point in oral care and toothpaste was these products were almost shame items, meant to be hidden or put away when consumers had friends or people over to their places. It seemed like toothpaste was a product that didn't fit with the other household products in the bathroom, like hand soap or fragrance, that are left out for all to see.

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