Chapter 15 523 This process will proceed most smoothly with clear disclosure of all assumptions, presumptions, and testing conditions employed in creating the claim. The main means for clarification involves disclosure statements which are frequently indicated by an asterisked preface. For example, a disclaimer might dictate a reference state for a quantitative claim by revealing that performance is judged as “*a shampoo and conditioner treatment versus a non-conditioning shampoo alone.” Similarly the test method may be divulged (for example, “*in a clinical wet combing experiment”), further details may be revealed (“*tested on dry/damaged hair”), while possibly additional credibility is attained by revealing that “*data was generated by an independent testing laboratory.” Of course, this approach lays all the cards on the table and affords an opportunity for everyone to critically assess credibility. Similarly, this transparency can subsequently provide guidance by which competitors can follow suit. Nonetheless, the opposite scenario, by which a new claim is accompanied with fuzzy, non-descript dialogue, is likely to quickly attract the attention (and ire) of the industry. Needless to say, claims represent one approach for enticing a consumer to try a product, but repeat purchase will only ensue if overall satisfaction is attained. Therefore, over-promising with misleading and unattainable claims can set expectations at a level where acceptance is unlikely and the product is likely to quickly fail in the marketplace. Recommendations for Further Reading The dynamic nature of the hair claims process dictates the need for constant updates concerning issues, rules and regulation. The following is a list of websites that may be useful in performing this function: National Advertising Division of Better Business Bureau (US) www.nadreview.org Federal Trade Commission (US) www.ftc.gov