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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.