Hair Care Product Claims 510 As previously mentioned, a large number of product claims are constructed based on the well-recognized ability for products to lubricate hair. Perhaps there are opportunities relating to novel communication messages involving this other considerable benefit. Frizz and Anti-frizz “Frizz” is yet another consumer word, and likely represents a multifaceted parameter with a number of potential causes. The static “bloom” just discussed certainly represents one incarnation, and approaches to mediate this occurrence have been presented. Conversely, it is also common to hear complaints about frizz on humid summer days, where a different cause must be responsible. Chapter 5 discussed the ability to temporarily alter hair conformation by the “water set” process. In short, the use of heat (hair driers, straightening or curling irons) to drive water from the hair results in increased internal bonding due to hydrogen bonds and salt-bridges, which can be used to create and anchor a hair style. However, the water content of hair will gradually re-equilibrate to a level dictated by the relative humidity of the environment (Chapter 10) with subsequent style loss. Therefore, consumers with wavy or curly hair, who use this approach to create sleek, straight styles, will complain about “frizz” as reversion occurs. Frizz reduction products have become more prevalent in recent years. One popular product form involves a serum of silicone oils, while leave-in conditioner products also frequently carry such claims. It is often presumed that hydrophobic surface deposits from these products slow down or even prevent the Figure 11. Experimental setup for performing anti-frizz measurments