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about alicia, let's look at a picture of what her hair looked like when she came in after first washing her hair one time with a popular brand of shampoo just one time. >> look at that--frizzy, fly-away, uncontrollable. look how dry--the color looks different. the color looks dull, flat, look how much richer her color looks. and the amazing part that you're gonna find out is today on her, the only thing i used was the sweet almond mint cleanser to cleanse her hair, and as a leave-in conditioner. i normally would use a styling cream, but i wanted to show you something mind-blowing, that on ethnic, african-american hair, she does not have a styling product in her hair today. she only today has the sweet almond cleansing conditioner as a leave-in conditioner, and she air-dried with a hooded dryer. >> that's shocking to me. >> feel it. don't be afraid. i mean, squeeze it, touch it. it's so soft. >> here's an example of, you know, when i was disbelieving that it could work on all different types of hair-- on ethnic hairs, on hairs like mine, on thin hair, all