HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By

UsernamePublicRestriction
UsernamePublicRestriction

Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

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.
Advertisement

Related Content

Advertisement
UsernamePublicRestriction

Register

RS015720

Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts

Cancel