Permanent Wave

This last month has seen the intrepid team at Hyphen entering the unfamiliar world of hair salons – hair being a distant memory for some of us – in their latest round of projects for the ever stratospheric phenomenon that is Tangle Teezer.

From spritzing to split-ends, we spent the day observing and interrogating to find those seeds of innovation by studying the detail of hair cutting and styling, both from the customer’s and the stylist’s points of view.

Hyphen's renewed focus on innovation research through user observation and enquiry has been incredibly successful in the past, and resulted in some great IP for our clients. It's an area we'll be expanding on in the future, particularly with the Government's Patent Box tax breaks starting next year.


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