Clear – Scalp Claim Proof

For the Scalp Claim Proof, Clear needed to make the "Dandruff-free" promise something shoppers in the hair care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise oil control, anti-dandruff claims.

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 for Clear.

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.

USP Demo Solutions built the Scalp Claim Proof for Clear around the Scalp Sebum Test method, reducing the Dandruff-free story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the hair care aisle instead of a one-way pitch.

From the same physical interaction with the Scalp Claim Proof, the demo substantiates claim areas such as oil control, anti-dandruff, 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 as something the consumer experiences first-hand rather than has to take on trust.

By turning Clear's "Dandruff-free" message into a hands-on Scalp Sebum Test moment, the Scalp Claim Proof becomes a credible, science-backed conversation starter 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 Scalp Sebum Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.

Because the Scalp Claim Proof is run by the consumer rather than presented to them, Clear earns a moment of genuine participation that lands harder than any printed hair care claim.