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I have naturally VERY curly hair and hate it! That is why I always straighten my hair with a flat iron after it is washed. Because of this, my hair has years of damage (including split ends and breakage). Since I have been using this product my hair seems to have Strengthened. I really did not expect to notice any difference but I do not have as many split ends as I used to. I am planning to use this product until I fully understand if it is helping my hair. At this point I believe my hair is stronger, but I am not sure. I like the fact that Dove has a conditioner exactly like this shampoo. That way I feel like I am doing the best for my hair. I also like the fact that the shampoo has a light fragrance. I am very sensitives towards smells and Dove's products always seem to be very light. So far I am really enjoying this Dove Intense Damage Therapy Shampoo for Accumulated Damage. I am really glad that Dove has developed this item.