Hair Care Product Claims 512 inability to reach this sought-after condition, or some partial loss of the desirable state. Undoubtedly static electricity buildup and water set reversion represent hindrances, but others may be conceived. For example, the presence of broken fibers and split ends can also significantly deter the ability to produce this highly aligned state. While there may be some ambiguity in defining this consumer term, it is evident that conventional conditioners (and especially leave-in conditioners) provide aid in countering all of these pathways to frizz formation. This introduces a possibly controversial topic (which will shortly be discussed at more length) relating to the clarity of product claims and disclosure of the rationale behind them. Namely, a nebulous declaration of aid pertaining to a complex consumer property is obviously vague and open to a multitude of interpretations (or indeed misinterpretations). Instead, the revealing of inferences, presumptions, underlying principles and assessment approaches can adequately explain the foundation for the claim, but may at the same time set a precedence which could be followed by competitors. Perhaps it should go without saying that obvious consumer attributes are best assessed by consumer testing rather than instrumental approaches. So, while products may provide benefits in retarding static, preventing breakage, and slowing down water set reversion, there should also be strong consumer data specifically pertaining to a perceived benefit in frizz reduction. Shine Technically, shine is regarded as the ability for light to reflect off a solid surface. Therefore, it is easy to envisage how degradation of the cuticle structure (the reader is here referred back to Figure 1), or indeed the buildup of dulling exogenous soils can significantly diminish this property. The principles behind measurement and quantification of this term were described in Chapter 9, yet it is reasonably well-accepted within the industry that technical measures and consumer feedback generally have poor correlation.