Quantifying the Performance of Hair Styling Products—Part 2

This article is the second of two discussing instrumental testing methods with applicability to the hair styling area. The previous article¹ discussed consumer language associated with these products—in particular, the term hold. Instinctively, there is a tendency to equate this word with style longevity, but also discussed was the strong link of hair stiffness to consumer perception of this attribute. In short, while consumers profess the desire for products that do not adversely affect the feel properties of hair, this stiffness appears to act as the cue that the products are working.