While P2i describes its invisible "hydrophobic layer" as covering the exterior and interior of a product, HzO touts what it calls "WaterBlock" technology, which is applied to the internal circuitry of a device to protect it from moisture.

CNN: Waterproof phones and tablets make a splash

Can you take a high-end product traditionally sold through interior designers and sell it through at-home parties, like Tupperware?

FORBES: Walking a fine line

It's the setting for an experiment in commerce: Can you take a high-end product traditionally sold through interior designers and sell it through at-home parties like Tupperware?

FORBES: Sibling rivalry

Then, with Mr. Zehetbauer acting as general contractor and Mr. Wardlaw in charge of product research, the two built the houses and interior cabinetry themselves, putting in what they estimate was thousands of hours.

WSJ: The Twin Houses of an Odd Couple

The exterior, interior, and performance all need to mesh with and reinforce the overall message the product is conveying.

FORBES: Dispelling The Notion That All Cars Need To Be Stylish and Sporty To Succeed