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OBJ (ASX:OBJ) - CEO, Paul Peros - The Market Herald
CEO, Paul Peros
Source: Cosmetics Design Asia
  • Wellness company OBJ Limited (OBJ) has launched its first wholly owned consumer brand, Réduit.
  • Réduit is a luxury beauty technology brand which aims to deliver advanced beauty solutions, for either at home or professional use.
  • The Réduit range is based on OBJ's magnetic misting technologies, with the initial focus to be on hair care and hair-styling solutions.
  • The company also announced a unique marketing campaign to launch the brand, announcing a new product each week for 20 weeks.
  • OBJ is currently suspended from trading, with their shares last selling for 1.5 cents each.

Innovative wellness company, OBJ Limited (OBJ) has launched its first wholly owned consumer brand, Réduit, to deliver its hair care products.

Réduit is the company's new luxury beauty technology platform which aims to deliver advanced beauty solutions, to be used either at home or in professional settings.

The technology

The Réduit range is based on OBJ's magnetic misting technologies, with the initial focus to be on hair-care and hair-styling solutions.

Réduit One haircare treatment device.

The Réduit rechargeable One applicator device is used to apply the haircare and styling products contained within its revolutionary hairpods.

Each pod delivers Réduit's formulations in a fine mist, with the distribution and deposition of individual droplets being controlled by the company’s magneto-wetting technology, for which international patents have been filed.

OBJ claims each hairpods has the same level of active ingredients as a traditional 100 to 250ml bottle and offers the same number of treatment applications, yet has a far lower carbon footprint as the pods are recyclable.

To set the ball rolling on OBJ's new brand, the company has announced a unique marketing, where a new product will be launched each week for 20 weeks.

"We’ll also be sharing the stories of the inspiration that has been driving our innovation, providing a behind-the-scenes look at the science underpinning our new product concepts, and opportunities to engage in a meaningful way with the brand over its extended launch period”

OBJ Chief Executive Officer, Paul Peros.

OBJ is currently suspended from trading, with their shares last selling for 1.5 cents each.


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