British personal care manufacturer James Robinson Speciality Ingredients explains why, while tests and numbers can indicate improvement, it is the visible and tangible difference between treated and untreated hair that will make a hair claim truly convincing
Hair means different things depending on a person’s point of view. To a consumer, hair is an identity and an expression of their personality. Hair tells the story of a consumer’s history and is a marker of ethnicity or culture. For a consumer hair health can affect their lives in very real ways by impacting mood, confidence and self-esteem.
From a scientific perspective, a hair fibre consists of a medulla, cortex and cuticle. For a James Robinson Speciality Ingredients (JRSI) scientist, the parts of the hair of particular interest are the cortex and the cuticle. The cortex is comprised mainly of a protein filament called keratin, which is packed full of disulfide bonds to give it strength. The cuticle is coated in lipids that protect the surface, providing smoothness and shine.
A consumer's perception of healthy hair is hair that is strong, looks great, and is manageable. Consumers want hair with volume, great colour, shine and with soft feel. Consumers want hair that gives them confidence.
Log in or register FREE to read the rest
This story is Premium Content and is only available to registered users. Please log in at the top of the page to view the full text.
If you don't already have an account, please register with us completely free of charge.
