I admit, I wasn't thrilled with Matrix Amplify Volumizing Shampoo at first but I have found that it can be effective and give you thicker, fuller and more volume to your hair. My husband and middle daughter have thin hair. They have (well one of them) plenty of it. The other girls in the family including me have thick, heavy hair and lots of it, so I wasn't all that excited about "thicker hair." The first few times I still wasn't impressed but my the "volume" of my review has changed. I like that our hair is fuller and has more volume. In some cases I'm not even used a blow dryer to get volume, but using some gel and giving it a scrunch and then taming it when it's dry so it is a lot healthier for my hair. For those with thin hair they are thrilled with the results. But remember just like anything else if you don't use it you lose it so it is a shampoo needed to be used consistently to achieve results. Effectiveness Thicker, fuller, stronger hair. Scent I actually don't notice a distinct scent. My daughter's hair smells nice after it dries though.