UNDERSTANDING HAIR MOISTURIZATION
FROM CONSUMERS’ PROSPECTIVE
Hair is an important component of body image, with healthy and beautiful
hair always at the top of consumers’ wish list. Depending on the culture
and fashion, hair’s physical characteristics could be manipulated to our desire
through different processes: heat treatment (e.g. curling/flat ironing), chemical
treatment (e.g. bleaching/coloring, permanent/straightening styling), or styling
with cosmetic products1. Nevertheless, some of these manipulation processes
also alter the physical and chemical properties of the hair, resulting in change of
hair characteristics, a side effect which is undesirable to the consumers.
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