I read this report and my take away is that they have a modestly...

I read this report and my take away is that they have a modestly elaborate structure of entities across geographies.
Additionally, their focus is on 'the beauty technology and consumer device sector'

Wellfully SA has been established 'specifically to drive OBJ’s cutting-edge device technology to commercialisation, initially targeting the beauty sector'.
'Wellfully is a holding company for the device business'.

Clearly OBJ has great technologies and is trying to move outside of the P&G sphere.

It's after this where I get confused....

Some questions that I would appreciate feedback on from the thread.

1) What are they planning on putting in the products that the OBJ technology will apply?
2) Is Wellfully the company that will also commercialise these products? ie approach retailers, globally and locally.

Here are my concerns.

1) For beauty products globally, the success or failure is linked very closely to quality of the content in the product. Fragrance, efficacy, viscosity, colour etc. Millions of dollars on Research and Development is required over a long period of time.
It is also closely linked to the 'aspirational promise' the advertising attempts to deliver.
P&G, Beiersdorf (Nivea), Unilever, Kao spend hundreds of millions of dollars fighting to capture the consumer.

The term 'share of voice' refers to the percentage of advertising the company has in the market. ie if total advertising spend in a category is $100 and company y spends $25 of that spending then company y has '25% share of voice'. It is a greater 'share of voice' that can give a company/product the edge. However, in China today, with the rush to get to the newly affluent consumer, all company's are spending more, with no benefit. The total pie of advertising spend has grown to $500 and company y needs to spend $125 just to MAINTAIN 'share of voice' and not lose market share. (Numbers are for explanation only)

Does Wellfully have pockets this deep?

2) How will these products of OBJ/Wellfully actually get to the shelves, locally and globally? This is not a small exercise. Supply chain, Salesforce, distributors etc....
Again, it costs hundreds of millions of dollars to set up and maintain. It has taken these global companies years to set up and fine tune.

3) The beauty companies have very, very deep pockets. They are not about to stand by and allow a start up to come in and take away market share. P&G will not roll over to any competition from OBJ.

4) My take is that the OBJ technology is not the product, it is only a small part of the product. Success will be largely achieved winning in the areas I have outlined above.

I may have completely misunderstood the future business model of OBJ/Wellfully....

**These are just my musing's having spent 27 years at executive level in a global top 5 consumer products company.