This product isn't named "it's a 10" for nothing. First off, the smell of these products are ABSOLUTELY incredible. Yum!! I have EXTREMELY, thick, course, dry, frizzy hair - that most products that work wonders for others - don't touch mine. Sometimes it takes time for a product to work in my hair as well. Not for it's a 10. I used it once and immediately could see and feel the results. My hair picked up an immediate shine, it not only looked soft but it felt it too! Not to mention it totally took care of my frizzes and fly-aways. This product is a little bit more on the pricer side, about $18 for a 4oz spray bottle. BUT... even someone like me who has thick, long hair (to my butt) I usually won't purchase an item so small, because I can use it in one sitting for my amount of hair - I feel completely different about this product. A little bit goes a LONG way. And you don't have to consistently apply it every few hours (for girls with extra dry hair like me) it has a very impressive life span! I'm looking forward to trying more of there deep conditioning products!