In an article on the BrandNew Blog, there was a discussion over a new line of beauty products by Living Proof that are attempting to mark themselves as scientists working through some of the toughest beauty dilemmas.
Here's their quote, "Living Proof, was born in Cambridge, Ma., and created for the purpose of solving the toughest beauty challenges, we are able to do this by inventing efficient, single-purpose formulas based on entirely new molecules and breakthrough technology."
Well, it sounds pretty convincing, but I'm still skeptical. The reason is that if you've stepped into a Bath and Body works lately, you would have seen plenty of this marketing technique, that is selling a scientifically proven product rather than a pretty and eye-catching mystery concoction.
Even in TV commercials for easily recognizable names like Revlon, or Maybeline have attempted to break down the science of their products, in order to send a message that says, "We know what we're doing, this is science." Besides the fact that this new method of marketing beauty products has resulted in a lot of poorly, if not completely misleading scientific explanations for certain chemicals, it has also meant the simplification of beauty product design, and a change in slogans and other text on the bottles.
While Living Proof might boast it's foundations in Cambridge, Ma. (why don't they say Harvard, explicitly?) I still wonder if they're really all that innovative. Judging by the walls of Bath and Body works, which are starting to resemble an old-school apothacary or a storage room in the Life Sciences building, rather than a chain store targeting teen and tween age girls, I'd say no.
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