I'm a guy. With thinning hair. I don't freak out about it, but I also don't want to advertise it. This shampoo is perfect for me. It adds volume, and the addition of the Aloe Vera makes it shine and stay resilient. As you age, your hair gets duller and loses lustre. This shampoo brings it back. It smells mildly of grapefruit, which I like. If you know what your hair needs, and decide to try Bumble & Bumble, you'll not be disappointed. Some say that it's pricey, but how long does a bottle of shampoo last you? 2 months? That's, like, 12 bucks a month for awesome results. Doesn't seem expensive at all to me.