Hair Care Product Claims 520 Body/Volume The consumer term “body” is arguably one of the most complex hair attributes, and again, it may be easier to define the antithesis of this condition, where flat, limp hair is most certainly devoid of this property. Possibly for this reason, the term “volume” is commonly seen in association with body, with products frequently claiming to induce “body and volume.” Nonetheless, this term should not necessarily be taken literally, as frizz and static flyaway obviously result in hair occupying more space, but these conditions would never be considered an attractive attribute. Furthermore, these terms would also appear to possess a movement component, as a highly desirable, fluid flowing hair motion is commonly shown in advertising. Thus even sleek, straight styles may still be described as possessing “body and volume” because of this characteristic. Perhaps no other attribute possesses such a strong dependence on hair type. A heavy conditioning treatment may help in achieving body for individuals with long thick curly hair—where surface deposits aid with manageability, while increased weight helps tame frizz. Conversely, the same treatment will be disastrous for customers with fine hair as the extra weight will impart limpness. Thus, in general, “bodifying” and “volumizing” conditioning treatments are purposely formulated with lower levels of conditioning ingredients to minimize this occurrence. Furthermore, while the benefits of lubrication have been heralded throughout this chapter, a detrimental influence on style creation can result, as the ability to grip hair with a brush and allow effective manipulation is lessened. This highlights the major issue in attempts aimed at evaluating this parameter in the laboratory: namely, there is a huge dependence on the skill and ability of the person treating the hair (professional stylist are able to create volume and body in even the flattest, limpest hair). It is also apparent that attempted evaluation of this “whole head” property does not transfer especially well to the hair tresses commonly used during in vitro testing. As with shine, it is evident how buildup of surface deposits (sebum and product residues) will have a negative influence on body
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