I love, love, love this product. I have naturally curly hair and like most women, I want straight hair. This, of course, requires heat and lots of it! The John Frieda Hair Serum Thermal Protection allows me to straighten my hair on an everyday basis with little to no damage. And on those few days where I want to keep my hair curly, it adds shine and reduces frizziness to boot. If I could purchase this product by the case, I would. I will never be without my straighteners and especially without my John Frieda Thermal Protection Hair Serum!!!!!!!!!