Hair Care Product Claims 498 lubrication minimizes snagging and tangling which, in turn, helps retard fiber breakage and therefore provides the impression of “stronger hair.” Continuing in the consumer vernacular, if the feel and manageability properties have been improved, the perception may be that some form of “repair” has taken place, or if the belief was that negative feel qualities were a consequence of “dryness,” then “moisturization” has occurred. Technically, the products have not altered the physical structure of hair in any way, nor have they had any effect on the water content yet, recounting benefits in “consumer language” dictates the continued use of this verbiage in marketing such products. As such, claims relating to repair, moisturization, and strengthening frequently appear on products without too much contention. In short, the long list of claims on both shampoo and conditioning products almost all stem from their fundamental ability to clean and lubricate the hair surface. Moreover, it is obviously clever and highly beneficial to concoct novel messages that revolve around these well-established benefits. Once more it is noted that the relationship between consumer and technical findings can be complex and may lead to speculations and presumptions that appear less reasonable than the examples listed above. Some manufacturers may adopt a conservative claim stance and stick with tried and tested, conventional communication strategies, while others may become more creative in interpreting results in an attempt to better differentiate their products and paint a rosier picture. However, on occasion, outrageous claims can be found that blatantly lie to consumers with promises of unattainable benefits. Approaches for Substantiating Hair Care Claims Two primary strategies exist for substantiating hair care product claims: eliciting positive consumer feedback, or generation of data to demonstrate technical performance. Needless to say, a combination of the two provides the best case scenario. The remainder of this chapter predominantly focuses on instrumental testing approaches that are frequently utilized to illustrate technical functionality