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Living Proof: Are we a technology company or a beauty company Case Solution & Answer

Jon Flint came up with the idea of ​​a society based on beauty science while talking to your hairdresser about typical problems hair products and skin care. With a small team that included Professor Robert Langer of MIT, who has promised to assemble a team of scientists from outside the beauty industry to challenge conventional wisdom. His business, Proof of Life, wanted to offer women a “test in a bottle” instead of “hope in a bottle.” Since the company entered the market with its first product, focused on explanation of their science to consumers. It is increasingly necessary to allocate more resources to marketing, which includes a significant investment in Jennifer Aniston as celebrity spokesperson. They were less of a biotech company and more like a traditional beauty business How to reconcile the desire for higher expenses due to R & D on the need to ramp up marketing?
by
Willy Shih
Source: Harvard Business School
18 pages.
Release Date: September 5, 2013. Prod #: 614013-PDF-ENG
Living Proof: We are a technology company or a company of beauty? Case Solution

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