Marketing In Brief
This article was originally published in The Rose Sheet
Living Proof: No Frizz hair-care line is first launch from company led by biomedical scientist and MIT institute professor Robert Langer, that aims to outperform - rather than out-market - the personal-care competition. "We saw most of the industry using the same basic ingredients and spending millions to try to differentiate their largely similar products," says Joe Flint of founding firm Polaris Venture Partners. Living Proof's "point of difference is to approach beauty problems from an outsider's perspective, using the resources you would typically find in a venture-backed bio-pharma startup," with guidance from personal-care industry veterans but no "preconceived notions of what could and could not be done," according to Oct. 7 release from Cambridge, Mass. company. No Frizz hair products feature new molecule PolyflouroEster, which is smaller than traditional frizz-fighting agents and offers an extremely thin humidity barrier while reducing surface friction, making it the most effective, lightweight frizz-fighter on market today, Living Proof asserts. National Medal of Science winner Langer - whose research, firm notes, has led to breakthroughs in advanced drug delivery - states: "Our thinking is that if we can find solutions for some of the toughest medical challenges, we should certainly be able to cure frizz.
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