Bay of Plenty Times
  • Bay of Plenty Times home
  • Latest news
  • Business
  • Opinion
  • Lifestyle
  • Property
  • Sport
  • Video
  • Death notices
  • Classifieds

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • On The Up
  • Business
  • Opinion
  • Lifestyle
  • Property
    • All Property
    • Residential property listings
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
  • Sport

Locations

  • Coromandel & Hauraki
  • Katikati
  • Tauranga
  • Mount Maunganui
  • Pāpāmoa
  • Te Puke
  • Whakatāne
  • Rotorua

Media

  • Video
  • Photo galleries
  • Today's Paper - E-Editions
  • Photo sales
  • Classifieds

Weather

  • Thames
  • Tauranga
  • Whakatāne
  • Rotorua

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Bay of Plenty Times

TV campaign for innovative system

By David Porter
Bay of Plenty Times·
12 Nov, 2015 05:00 AM3 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Locus Research's Timothy Allan

Locus Research's Timothy Allan

THE Tauranga team behind the Roholm Inverse Conditioning System has reached an agreement with Brand Developers, the biggest direct response marketing (DRM) company in Australasia.

A DRM TV campaign for the innovative hair conditioning product will be launched this month, said Timothy Allan, managing director of product development and innovation company Locus Research, which is also an equity investor in Roholm.

Brand Developers developed, manufactures and distributes the Thin Lizzy women's beauty line, among other products.

Roholm was close to signing a deal for distribution into professional hair care companies in the UK and was also in advanced discussions for distribution in the Middle East, said Mr Allan.

"I think the potential of Inverse is substantial. It represents a paradigm change in women's hair conditioning. Inverse is probably the first significant new product category since the advent of hair straighteners."

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

The concept was the brainchild of Tauranga hairdresser David Roe, who was inspired by his wife using an ice-rinse on her hair.

The system uses sub-zero temperature to induce a natural conditioning effect, using removable ice cores that are frozen to set the sub-zero temperature. When run through the hair like a traditional hot tool, the cold temperatures lock in moisture.

Members of Bay of Plenty startup funding group Enterprise Angels invested in and set up Roholm to develop the concept and Locus has worked closely with the company to refine the design, develop the manufacturing process and bring the product to market.

Advertisement
Advertise with NZME.

The Inverse system will be assembled in New Zealand and most of the product is also made in New Zealand.

Mr Allen praised the contribution of Hamilton-based Millennium Plastics, which has evolved from providing components to leading the supply chain process.

Tony Rutz, Millenium Plastics general manager, said his company had helped refine the product for manufacturing.

"We deal with a lot of brand owners who compete on the international stage," said Mr Rutz. "So we work pretty hard to make sure we can drive out wasteful costs and remain competitive."

Discover more

Buyer poised for prime city waterfront site

09 Nov 08:45 PM

Too many illnesses avoidable: DHB

10 Nov 03:00 AM

Migrants help close skill gap in Bay

11 Nov 12:30 AM

Brand Developers director Wendy Nowell-Usticke said the company was in the business of creating brands.

"We are always looking for something which is innovative. Inverse is a great concept. It's a chemical free way of improving hair - all you need is a freezer."

Ms Nowell-Usticke said Brand Developers had done its own testing with a sample group of users and was very satisfied with the results.

She said the company expected to follow its usual model, beginning with DRM television marketing, and would then move the product into retail outlets.

Roholm's Inverse Conditioning System

Gold pin winner (concept/environmental)

Advertisement
Advertise with NZME.

- Designer's Institute of New Zealand, Best Design Awards.

Finalist - New Zealand Innovation Awards.

Save

    Share this article

Latest from Bay of Plenty Times

live
Bay of Plenty Times

Radio distress post was hoax, 50 people evacuated, wild weather clean-up begins

11 Jul 11:39 PM
Bay of Plenty Times

'Powerful example': Mum overcomes addiction to build a life helping others

11 Jul 06:00 PM
Bay of Plenty Times

Bay home crowd rallies behind netball's Magic

11 Jul 05:00 PM

From early mornings to easy living

sponsored
Advertisement
Advertise with NZME.

Latest from Bay of Plenty Times

Radio distress post was hoax, 50 people evacuated, wild weather clean-up begins
live

Radio distress post was hoax, 50 people evacuated, wild weather clean-up begins

11 Jul 11:39 PM

The North Island is expected to get off to a wet start this morning, with lingering rain.

'Powerful example': Mum overcomes addiction to build a life helping others

'Powerful example': Mum overcomes addiction to build a life helping others

11 Jul 06:00 PM
Bay home crowd rallies behind netball's Magic

Bay home crowd rallies behind netball's Magic

11 Jul 05:00 PM
Tearful hunter admits shooting and killing friend

Tearful hunter admits shooting and killing friend

11 Jul 05:00 PM
Solar bat monitors uncover secrets of Auckland’s night sky
sponsored

Solar bat monitors uncover secrets of Auckland’s night sky

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • Bay of Plenty Times e-edition
  • Manage your print subscription
  • Manage your digital subscription
  • Subscribe to Herald Premium
  • Subscribe to the Bay of Plenty Times
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • Bay of Plenty Times
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP