Ads Verification

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AUSSIE SUBSTANTIATION OF CLAIMS:

Overview claims:

  1. Aussie takes your hair from dry to conditioned in 3 minutes
  2. UK’s #1 Conditioning Treatment

Supporting Data:

Claim 1: Aussie takes your hair from dry to conditioned in 3 minutes

  1. Aussie takes your hair from dry to conditioned.

Supporting Data

Methodology, Sample preparation, measurement, data analysis, results, and conclusion from a) Conditioning claim applies.

  1. in 3 minutes

Supporting Data

Methodology, Sample preparation, measurement, data analysis and results from a) Conditioning claim applies.

  1. Conditioning

Supporting Data

Shiny, smooth hair is perceived as healthy (hair in good condition) or with reduced signs of damage 1. Emerging hair is wholly intact and well protected from surface damage due to the presence of a natural lipid layer (F-layer) attached to the cuticle. However, upon exposure to multiple insults including combing, styling, UV light and oxidative agents, hair is damaged, leading to degrees of loss of the protective F-layer. This loss of F-layer increases frictional forces on hair, leading to an increase in fiber-to-fiber tangles and damage due to styling and ultimately, to a reduction in perceived smoothness.

Conditioning agents mimic the behavior of the F-layer and help to smooth the hair surface by reducing friction. In doing so, these conditioning agents reduce damage due to inter-fiber interactions, combing, brushing, and styling.

1: Sinclair, R. D. (2007). Healthy Hair: What Is it? Journal of Investigative Dermatology Symposium Proceedings, 2-5.

Methodology – Combing force test.

Sample Preparation

3g/8’’ hair switches from Caucasian chemically damaged hair were used for this test. Hair switches were washed with the respective product using the following standard procedures:

The switches were combed with a brush to remove any tangles and then wet for 10 seconds and excess water squeezed out. 0.1 mL none-conditioning shampoo/g hair was applied and massaged in for 30 seconds. Product was rinsed out for 30 seconds. Gently, excess water was squeezed out.

The conditioner was applied at 0.05g of product/g hair and worked in and rinsed out, each for 30 seconds. Gently, excess water was squeezed out. The switches were moved to the 20°C/55% RH CTCH (Constant Temperature and Constant Humidity) room where measurement took place.

Measurement

Per product four hair tresses were used in this test.

The wet detangling measurement was performed immediately after treatment. Afterwards the hair switches were dried overnight in the 20°C/55% RH CTCH room and dry combing measurement took place after the hair switches were dried.

Result

Zrzut ekranu 2021-10-6 o 11.51.04

Data Analysis

All numeric data are evaluated at 95% confidence level. A higher number means that the hair is harder to comb through. A lower number means that the hair is easier to comb through.

Conclusion

The results show that the Aussie 3 Minute Miracle provides a statistically significant conditioning benefit in a wet as well as dry state compared to a non-conditioning shampoo on Caucasian chemically damaged hair.

Result

Zrzut ekranu 2021-10-6 o 11.49.37

Conclusion

The results show that the Aussie 3 Minute Miracle Reconstructor provides a statistically significant conditioning benefit in dry state compared to regular conditioner on Caucasian chemically damaged hair. The tested conditioner has a significant market value share in the UK (0.7% to Aussie 3 Minute Miracle’s 0.8%) consequently and is a worthy point of comparison as it is considered to be used regularly. Therefore, Aussie 3 Minute Miracle Reconstructor conditioning is ‘practically down under’ vs regular conditioner on chemically damaged hair.

  1. in 3 minutes

Supporting Data

Methodology, Sample preparation, measurement, data analysis and results from a) Conditioning claim applies.

Conclusion: Compared to the residence time of 30 seconds for Aussie 3 Minute Miracle in sample preparation protocol, the advertised residence time is 2.5 min longer. Therefore, we can also assume that the 3 minutes residence time reduces wet & dry combing force at least at the same extent as 30 seconds accordingly, Aussie takes your hair from dry to conditioned in 3 minutes.

Claim 2: UK’s #1 Conditioning Treatment

Supporting Data

The below data comes from IRI (third party data analytics and market research company). IRI confirms that the data set out below is for domestic value sales for the Hair Conditioning Treatment category in the UK over the past 52 weeks. As talked in the copy development sessions – data is collated across retailers and below is the latest data period available to show this support.

IRI gives its consent for P&G to use the following wording, and source, in any communication and advertisements:

Aussie 3 Minute Miracle is the #1 UK hair conditioning treatment*

*Source: IRI, Hair Conditioning Treatments Category, Value Sales, 52 weeks to 5th June 2021, Major Mults inc. Boots & Superdrug

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Procter & Gamble UK, a partnership between Procter & Gamble (L&CP) Limited, registered in England and Wales under Company No. 3288185, and Procter & Gamble (Health & Beauty Care) Limited, registered in England and Wales under Company No. 436549. The Heights, Brooklands, Weybridge, Surrey, KT13 OXP. Subsidiaries of the Procter & Gamble Company.

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