What are the theories behind making this product work?

While most microbiome studies have focused on the health implications of what's found deep in the gut, companies like AOBiome are interested in how we can manipulate the hidden universe of organisms (bacteria, viruses and fungi) teeming throughout our glands, hair follicles and epidermis. They see long-term medical possibilities in the idea of adding skin bacteria instead of vanquishing them with antibacterials - the potential to change how we diagnose and treat serious skin ailments. But drug treatments require the approval of the Food and Drug Administration, an onerous and expensive process that can take upward of a decade. Instead, AOBiome's founders introduced AO+ under the loosely regulated "cosmetics" umbrella as a way to release their skin tonic quickly. With luck, the sales revenue will help to finance their research into drug applications. "The cosmetic route is the quickest," Jamas said. "The other route is the hardest, the most expensive and the most rewarding."

If found to be effective, do you think this is a viable product to market? Why or why not?

A lot of people are sensitive to the detergent [SLS=sodium laurel sulfate] in shampoo, toothpaste and who-knows-what-else, so finding an SLS-free product may be helpful if that is your issue.

OBiome does not market its product as an alternative to conventional cleansers, but it notes that some regular users may find themselves less reliant on soaps, moisturizers and deodorants after as little as a month. Jamas, a quiet, serial entrepreneur with a doctorate in biotechnology, incorporated N. eutropha into his hygiene routine years ago; today he uses soap just twice a week. The chairman of the company's board of directors, Jamie Heywood, lathers up once or twice a month and shampoos just three times a year

Develop three ideas for an ad campaign to promote this "No Soap, Soap".