Most consumers of today’s hair-care products desire strong, bouncy hair that is full of shine. Despite this desire, consumers do not want to give up strenuous styling regimens (such as bleaching, perming and coloring) that can lead to cumulative damage of the hair fibers.1 Over time, even combing and brushing can damage the hair cuticle, and create cracks and flaws on the fiber surface,2 leading to loss of luster and significant fiber breakage. Therefore, consumers are looking for formulations that will nourish, protect, and even “heal” the hair if damaged.
Formulators are challenged to devise products that actually fight these effects, because today’s demanding consumer requires that these products be proven effective when making a choice from the selection available.
