shampoo and cosmetic adverts are full of double-speak. If the products really did do any of the things they want to claim they do then they wouldn’t be a cosmetic, they’d be a pharmaceutical and as such advertising them would heavily regulated. So you have to have phrases like ‘reduces the appearances of’ or ‘you told us that…..’
Same thing happens with food advertising, where you’ll be told that something is ‘an excellent source of antioxidants’ but you can’t say in the advert or on the packet what it is that antioxidants do for you if you eat them, if you can’t substantiate the claim.
Mind you look at all the bullshit we swallow about the nuances and personalities of different metal pipes