I was hooked on this shampoo after using it one time! The intoxicating smell of Amarillo made me love it but, the way my hair looked and felt made me a believer. This shampoo is concentrated and I have found that a little bit goes a long way. Simply apply a little smidge of it to wet hair and work it into a lather. Rinse with cool water and repeat if necessary. I have found that my hair has a healthy, full look to it anytime I use ion Daily Nourishing Shampoo. My hair doesn't dry out (even with daily blow drying). Effectiveness ion Daily Nourishing Shampoo is a very gentle, ph balanced shampoo intended for use by all hair types. When used regularly, the wheat protein ingredient will add strength and body to your hair while the added Panthenol will provide a nice, healthy shine. Scent Did I mention it smells like almonds? I love it, love it, love it. Need I say more?