"Online, the company responsible for this display describes itself as a "biology-first haircare brand, powered by biotech." It practices "biomimetic hairscience," and, thanks to "a decade of complex research into the bioscience of hair," has patented a peptide that repairs hair "at a molecular level across multiple types of bonds including polypeptide chains and disulfide bonds." I have no idea what any of this means. The mask costs $75."
"You can put on probiotic leggings and a patented bra, and then you can apply lipstick containing hyaluronic acids "with differentiated molecular weights" and slather your face in a "triple-lipid peptide cream" developed by self-identified "skintellectuals." You can also eat your science, by way of "clinically-studied key herbs, adaptogens, and minerals-at amounts informed by research." If you get thirsty, you can have water that has been chemically manipulated with extra hydrogen atoms, just in case two aren't enough for you."
A Sephora display uses a double helix and patent language to market a $75 hair mask that claims a patented peptide repairs hair at a molecular level across multiple bond types. The company brands itself as "biology-first" and "powered by biotech," promoting "biomimetic hairscience" after a decade of research into hair bioscience. Science-infused marketing now extends across clothing, cosmetics, ingestibles, and beverages, offering probiotic leggings, patented bras, hyaluronic-acid lipsticks with "differentiated molecular weights," and "triple-lipid peptide creams" from self-described "skintellectuals." Consumers are offered "clinically-studied" herbs, adaptogens, minerals, and chemically altered water. Longstanding brands like Gatorade have adopted lab-tested language. Many product claims are legitimate, but some are goofy or transparently nonsense as science-speak becomes pervasive in marketing.
Read at The Atlantic
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