Clear – Scalp Claim Proof

For the Scalp Claim Proof, Clear needed to communicate the "Dandruff-free" promise in the Hair Care category in a way shoppers could actually see not just read on a label. Standard claim copy and ingredient lists rarely move consumers in the few seconds they spend at shelf or in a consultation, especially when competing products list almost identical benefits.

The brief for the Scalp Claim Proof was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand and on message for Clear.

USP Demo Solutions designed the Scalp Claim Proof for Clear around the Scalp Sebum Test method, the same proof logic our team uses across global hair care programmes. The tool reduces the Dandruff-free story to a single visible reaction the consumer can trigger themselves, which gives the conversation a clear before/after moment instead of a one-way pitch.

Clear was looking for a highly engaging demo tool that would be easy for customers to use and understand, thus proving the efficacy of its products.

It was built to substantiate claim areas such as oil control, anti-dandruff, all from the same physical interaction with the Scalp Claim Proof, so a single asset can carry several conversations across the Clear range.

The result for Clear is a haptic tester experience delivered through the Scalp Claim Proof, something the consumer experiences first-hand rather than something they have to take on trust.

By replacing abstract product copy with a hands-on Scalp Sebum Test moment, the Scalp Claim Proof gives Clear's hair care range a credible, science-backed conversation starter that moves the message from a label promise into a personal experience the shopper can repeat for a friend.

In the field, Clear runs the Scalp Claim Proof primarily for retail activation, delivered in diagnostic tool, physical demo so the same proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its core Scalp Sebum Test logic.

Want a similar Scalp Sebum Test for your own brand? USP Demo Solutions has shipped repeatable, on-claim demo tools like the Scalp Claim Proof for Clear and dozens of other hair care programmes worldwide engineered to be run by retail staff, pharmacists or beauty advisors with zero lab equipment.