I have a 13-month old Golden Retriever and decided to try out this Kong Zoom Groom when she hit about six months and I was looking for something that didn't have the piercing bristles. Well, this groom brush is definitely cute (I love the puppy dog face on it) and it is certainly more gentle than most of the wire bristle brushes on the market. My pup likes to be rubbed with it and sits or rolls over nicely when I take it out (which she doesn't do for her other brushes), but for a long-haired dog, it just doesn't really help with catching all the loose hairs. In fact, I've managed to get my pups hair a bit tangled when trying to pull this zoom groom through it. The rubber bristles (if that's what I should refer to them as) are strong enough (as everything Kong usually is), but the size is just too big to be effective at actually taking the place of a brush. I still use it on occasion, as it's comfortable to hold and my pup really does like the sensation, but I don't rely on it for actual hair removal or grooming.