A shampoo brief should describe the wash experience from wetting to rinse, not just name ingredients. Foam behavior, cleansing perception, wet feel, fragrance and dispensing all contribute to whether the sample matches the intended positioning.
Define four moments
- Dispense
- Target dose, flow and ease of use.
- Lather
- Foam speed, density and persistence.
- Rinse
- Rinse time and wet-hair feel.
- After use
- Appearance, manageability and fragrance impression.
Why viscosity can move during development
Surfactant balance, fragrance, color, electrolyte level and process can influence viscosity. Evaluate the final fragrance and color in the intended base. Define an acceptable range rather than relying on a single visual reference.
Match the closure to the formula
Pumps, disc tops and flip caps create different doses and handling. Test priming, leakage, cap opening, bottle recovery and evacuation using representative components. Consider shower use and wet-hand grip.
Keep hair claims cosmetic
Language about cleansing, softness, smooth feel and appearance should match available support. Avoid disease-treatment or assured regrowth statements. Scalp-related positioning and anti-dandruff language can affect classification in some markets, so review early.
FAQ
Does more foam mean stronger cleansing?
Not necessarily. Foam is part of user perception; cleansing performance depends on the complete system and use conditions.
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