Why is new Dove Intensive Moisture their most effective conditioner yet?

Kari’s question…While I was watching House Hunters last night I saw an ad for Dove’s Intensive Moisture conditioner and they said it’s their most effective conditioner yet. I’m pretty sure I’ve seen this kind of claim before. Is it true that haircare products just keeps getting better and better or is this just marketing hype? The Beauty Brains respond: There’s no doubt that this is hype but, rest assured, it is hype that Dove has supported with some kind of test data. How cosmetic companies improve formulations When cosmetic companies upgrade their formulas they always find some way to make them a little bit better.  They typically approach an upgrade in two ways: they look for technical performance measures which demonstrate that the new product is better than the old and they conduct broad scale consumer testing to ensure that the new formula is at least as well liked by consumers as the old one. However, that doesn’t necessarily mean that any improvements measured in the laboratory will be perceived by you, the consumer. This combination of consumer test data and technical measurement is enough to support the claim “new and improved.” (Read this cosmetic claims substantiation case study if you want to get a better feel for how to dissect claims.) New and improved claims Based on the the ingredient list below, the new Dove formula is a fairly conventional blend of fatty alcohols, quaternary ammonium compounds,...
Source: thebeautybrains.com - Category: Consumer Health News Authors: Tags: Questions Source Type: blogs