I was certainly amazed by the “3 minute” marketing. I apply it after my shampoo and conditioner in the shower. Its convenient and quick. I like the uniqueness of the product, simple packaging, helps with my (treated)hair dryness, split ends and tangles. Its not a miracle cure because I still have to contend with the split ends but it progress in the right direction. Also love the squeeze bottle (no fumbling with caps with wet hands while showering).