Abstract: A method of measuring changes in hair movement characteristics, predictive of consumer response includes: i) providing an apparatus for measuring hair movement characteristics of hair; ii) measuring the hair movement characteristics using the apparatus to obtain a first hair movement characteristic; iii) applying a treatment to the hair or an assault to the hair; iv) measuring the hair movement characteristics using the apparatus after step iii) to obtain a second hair movement characteristic; v) comparing the first hair movement characteristic and the second hair movement characteristic; and vi) assessing a change in movement occurring as a result of the application of the treatment or the assault.

Abstract: An apparatus for measuring movement characteristics of a first hair switch includes a movement rig, a camera, and a computer. The first hair switch is mountable on the movement rig. The movement rig is operable to apply a forced oscillation to the first hair switch. The camera is for capturing images of the first hair switch during movement of the first hair switch during and after application of the forced oscillation. The computer is communicably connected to the camera. The computer includes a processor for processing the images and extracting quantitative measurements of the first hair switch from the images. A filter is applied to the images to remove any stray hairs detected before subsequent analysis of the images is carried out.

Abstract: A method of measuring changes in hair movement characteristics, predictive of consumer response includes: i) providing an apparatus for measuring hair movement characteristics of hair; ii) measuring the hair movement characteristics using the apparatus to obtain a first hair movement characteristic; iii) applying a treatment to the hair or an assault to the hair; iv) measuring the hair movement characteristics using the apparatus after step iii) to obtain a second hair movement characteristic; v) comparing the first hair movement characteristic and the second hair movement characteristic; and vi) assessing a change in movement occurring as a result of the application of the treatment or the assault.

Abstract: An apparatus for measuring movement characteristics of a first hair switch includes a movement rig, a camera, and a computer. The first hair switch is mountable on the movement rig. The movement rig is operable to apply a forced oscillation to the first hair switch. The camera is for capturing images of the first hair switch during movement of the first hair switch during and after application of the forced oscillation. The computer is communicably connected to the camera. The computer includes a processor for processing the images and extracting quantitative measurements of the first hair switch from the images. A filter is applied to the images to remove any stray hairs detected before subsequent analysis of the images is carried out.