Making Science Sexy
in Packaging Copy

The R&D department of client Remington Products had come up with a new approach to hair drying that would dry hair faster with less damage by using cooler, faster air.

Challenge: In a crowded marketplace that measured effectiveness in degrees Fahrenheit, how to explain the counter-intuitive idea that cooler was actually better.

Solution: Buttress the idea with the scientific evidence.

Approach: Starting with such scientific principles as the Bernulli effect and the function of hair cuticles at various temperatures, I distilled the information into a message that could be quickly and compellingly understood on a package.

Result: At launch, the Remington SuperSonic was Wal-Mart's #2-selling hair dryer, in a market usually dominated by such brands as Conair and Revlon.

"Breakthrough Technology--more airflow than the leading dryers for faster drying with less damage."