Brand Tone

Nurturing, Authentic, and Confident.

Brand Values

• •Natural Wellness
• •Handmade Quality
• •Self-Care and Confidence
• •Effectiveness
• •Eco-Consciousness

Best Practices

• •Lead with the 'Why': Always connect the copy back to the founder's story and the brand's core mission of natural, safe self-care. This authentic narrative is a powerful differentiator.
• •Use 'You' and 'Your': Speak directly to the customer. Frame the product benefits around their life, their skin, and their journey to build a personal and supportive connection.
• •Balance 'Nurturing' with 'Effective': While the tone is gentle and caring, always reinforce the product's effectiveness. Use phrases like 'award-winning,' 'all-day freshness,' and 'proven formula' to build trust and credibility.
• •Keep it Clean and Simple: The language should mirror the products—straightforward, clean, and free of jargon. Clearly explain the natural ingredients and their benefits without overwhelming the reader.
• •Embrace Confident Positivity: The brand is about celebrating life's twists and feeling good. The copy should always be encouraging and empowering, avoiding fear-based marketing about body odor and instead focusing on the positive outcome of feeling fresh and confident.

Social Perception

The public perception of Twisted Dua is overwhelmingly positive. It is seen as a trusted, local Singaporean brand that provides a high-quality, effective solution for those seeking natural deodorants. Customer reviews frequently praise the products for being gentle on sensitive skin, having pleasant scents, and being long-lasting. The brand has successfully built a reputation for quality, underscored by winning the Beauty Insiders' Choice Award for Best Deodorant for multiple consecutive years. It is perceived as a genuine, founder-led business born from an authentic story, which resonates strongly with consumers looking for transparent and reliable brands.

Copy Examples

• •(Instagram Post): Headline: Your daily ritual, reimagined. Body: More than just a deodorant, it's a promise to your body. A promise of clean ingredients, all-day freshness, and the confidence to embrace every single part of your journey. Free from aluminum and anything artificial, because your pits deserve to be happy, too. #TwistedDua #NaturalDeodorant #SelfCareJourney
• •(Facebook Ad - Targeting Eco-Conscious Consumers): Headline: Kind to your skin. Kind to the planet. Body: Finally, a deodorant that works as hard as you do, without the harsh chemicals. Our award-winning formula is handmade in small batches with plant-based ingredients and packed in eco-friendly packaging. Make the switch to natural freshness. Your body and the earth will thank you.
• •(Website Banner): Text: Funk-Free Freshness. Naturally. Sub-text: Our award-winning natural deodorant is here to keep you confident from your morning workout to your evening wind-down. Love your journey. Love your deodorant.
• •(Product Description - "High on Mojito" scent): Headline: Your Underarms' Happy Hour. Body: Wake up your senses with a refreshing burst of lime and mint. Our "High on Mojito" natural deodorant doesn't just block odor; it neutralizes it with the power of nature, keeping you fresh and confident all day. Handcrafted with shea butter and coconut oil to nourish your skin, it's the clean, effective pick-me-up your pits have been waiting for.
• •(Email Newsletter Subject Line): Subject: Still using that old deodorant? Your skin deserves this. Body Preview: A story that started with a scar and ended with an award-winning natural deodorant...