Hair Care Product Claims 494 world for example, consumers generally prefer products with higher viscosity, which are frequently described as being “richer” and “more-luxurious.” The quality, appearance and functionality of the packaging should not be ignored where, again, an attractive bottle or container can setup preconceived opinions about the formulation inside. Continuing with this line of thought, it can also be seen how knowledge of the product price, or possibly the advertizing message, can also introduce a positive or negative bias before any usage occurs. This leads us to the claims dilemma. Namely, can a pleasantly scented, rich, creamy product in an attractive bottle be legitimately described as “better than” or “superior to” another—even if there is no scientific data to demonstrate a technical advantage? Alternatively, can the presence of a measurably superior technical benefit legitimize such a claim, even if it is not discernable to the consumer? In following the above thought-process, we encounter the two primary strategies by which hair care products are marketed. The first involves highlighting product performance, with communication focusing on benefit enhancement, or alleviation of various deleterious conditions. Moreover, in recent years it has become popular to supplement this storyline with technical information or data that quantifies the magnitude of a benefit (e.g. 5 times stronger, 4 times smoother). The second strategy essentially ignores functionality (presumably assuming that performance is a given) and instead focuses on the overall holistic experience of using the product. That is, the pleasantness associated with using an aesthetically pleasing formula, with an appealing fragrance, in an attractive package. Here, the strategy is often coupled with images, attitudes, or a mindset that resonates with specific segments of the consumer markets. Thus, brightly colored, youthfully scented products with bubbly communication messages target a younger demographic, while more practical, socially conscious messages may attempt to attract a more mature audience. Additionally, such messages may often be