OBVI

Everybody wants "youth." As in a youthful feeling - ready, optimistic, energetic, in control... all expressed by that great big toothy grin.
So being rebellious when it comes to the status quo, we asked ourselves, "why do all the products that supposedly help us look and feel youthful, seem so old, cold and clinical?" These dusty-looking things made getting better seem like some awful chore.
No wonder it's hard to get started. It's no fun.