I have no idea how this product can improve your hair only after you've subjected your hair to a tremendous amount of heat... but it does! This product is a miracle in my opinion. For most of my life my hair has been very thick, with beautiful waves. I washed it, let it air dry, and laughed at all my friends who spent absurd amounts of money and time on their hair and the products they put in, on and around it. As I get older and go grey, however, my hair is becoming much more frizzy, damaged and broken. If it's humid outside and I air dry my hair, I look like I stuck my finger in an electric socket. On vacation recently, I splurged and had a "Kerastase treatment" done to my hair, having absolutely no idea what that was - it just sounded relaxing to disappear from the family for awhile to have my hair styled. Amazing! Afterward, I researched all of the Kerastase products, and this one sounded perfect for me. After I received it, I realized the instructions were a bit long - put a walnut sized amount in palm, and starting at the ends thoroughly distribute in hair. Blow dry completely, then use a flat iron to activate or "cement" the Kerastase smoother into place. Well, I've never spent much time on my hair, so this seemed a bit much to me. Tried it a few times, and it worked great... but I was still looking for a short cut. I purchased a wet-to-dry flat iron, and skipped the "blow dry" step entirely - and it worked like a charm! My hair so very, very soft, and nice and smooth. I no longer have that electrified look. I will use this product until they stop making it, no matter the price. Recommended!