Hair Care Product Claims 524 Advertising Standards Authority (UK) www.asa.org.uk Organization for pre-approving British television advertising www.clearcast.co.uk Acknowledgements The author would like to acknowledge the contribution of Kimun Park (Senior Research Associate at TRI) who generated the vast majority of the experimental data shown herein. Thanks also to Chris Gummer (Cider Solutions Ltd.) for numerous discussions relating to the validity of testing and communication strategies. Similarly, appreciation is also expressed for frequent dialogue with many hair claims coordinators across the industry (you know who you are!). References 1. ML Garcia and J Diaz, Combability measurements on human hair, J Soc Cosmet Chem, 27, 379-398 (1976). 2. TA Evans and K Park, A statistical analysis of hair breakage, II: Repeated grooming experiments, J Cosm Sci, 61, 439-455 (2010) 3. AC Lunn and RE Evans, The electrostatic properties of human hair, J Soc Cosm Chem, 28, 549-569 (1977). 4. CR Robbins, Chemical and Physical Behavior of Human Hair, 4th edition, Springer-Verlag (2002). 5. PS Hough, et al, Hair Body, J Soc Cosmet Chem, 27, 571-578 (1976).