Proving Efficacy and Supporting Claims in Haircare

Claim supported by Product User Experience Research

The Challenge

To prove that a Blow Dry Accelerator really reduces the time it takes for dry hair as judged by the end user.

The Solution

A robust scientific study was required to eliminate the effect of any external variables.

Environmental variables were controlled by conducting the study within our Home and Personal Care facility: consumers, recruited and segmented according to hair type and length, washed their hair under controlled conditions in our shower booths. The respondent then applied the product, and dried and styled their own hair as they would normally do at home. Drying time was carefully monitored. Each consumer assessed control and test products blind on visits one week apart.

The Outcome

The product worked and resulted in reduced drying time! The data were used to support an on-pack claim and marketing strategy.