Psyique

Hi Chrissy,

Physique is just another average, nothing-special drugstore line. I found the shampoos to be a little drying and the conditioners decent. However, the 20-hour hold claim is certainly a unique bit of marketing copy, but that's all it is. The "contouring" shampoo and conditioner can't really make your hair straight, much less keep it that way for 20 hours. And they don't have to: the only part of a hair product/cosmetic container the FDA regulates is the ingredient list, so companies can claim their product does literally anything and there are no legal ramifications. (My personal favorite from the world of outlandish statements: Sebastian's Spandex line, which contains "a combination of strand-stretchers to make your hair feel longer." That's just plain funny!)

The Physique styling products, however, can help maintain a specific look, but a look at the ingredient list proves these items are nearly identical in chemical composition to dozens of other drugstore wares. Whether or not your style lasts 20 hours has more to do with your styling ability, product suitability for your hair and willingness to retouch as necessary than on a single line's brand marketing promise. Does that make sense? I'm a corporate public relations practitioner but I've dabbled in marketing: and manufacturers really do make all sorts of unsubstantiated claims to get your buck. Have a great week Chrissy!