Bigger! Stronger! New Colors! Selling the things you can clearly see is easy: just show it. However, showing what lies beneath — new technologies, construction techniques, formulations — isn’t always that easy. These hidden stories are crucial ones for brands to tell, and are often the difference between consumers choosing your product over someone else’s.

So how does one sell what can’t been seen? What are the best practices for conveying your point-of-differences within a crowded consumer landscape?

MSLK's Co-Founder and Creative Director Marc S Levitt explores the most effective strategies apparel and beauty brands can use to tell these hidden technology stories.

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