Chapter 15 493 grooming and detangling), protection (due to reduced abrasion of the hair surface), and breakage reduction (due to fewer snags and tangles). It is the job of the Hair Claims Coordinator to transverse the fuzzy space between consumer and scientific language and to communicate technical benefits of products in a customer-friendly manner. In short, product claims represent an interface between the science and marketing stories. Ideally, claims result from a combination of technical breakthroughs, improved consumer insight, and creative penmanship. However, new technological advances are comparatively rare—so novel communication messages often become the primary strategy behind new launches. Of course, the need-gaps of the hair care industry are known to all—and the intention of claims and marketing efforts is always to paint a specific brand or product in the best possible light relative to consumer desires. Accordingly, there is the need for self-policing of this process by all involved, to ensure that ambiguity is not exploited to invoke dubious or misleading claims in this constant game of one-upmanship. This chapter attempts to present generally accepted approaches and principles currently utilized within the industry. However, it is emphasized that this is a dynamic environment where rules and approaches are constantly changing. Attracting the Consumer On the surface, the claims process may seem relatively straightforward—in that there is well understood science behind the structure of hair, the hair product formulations, and the interaction of the two. The muddling factor in the whole process relates to consumers’ impressions of products often being determined by a multitude of factors. While technical efficacy plays a role, sensorial and emotional factors can often be the overriding driver behind purchasing decisions. Most obviously, consumers may select a product largely based on an affinity for the fragrance. Moreover, liking of a specific fragrance may then provide a haloing influence, which subconsciously biases performance assessment. There are a number of other well-recognized haloing factors in the hair care