What Is It?: I needed to find a deep-conditioning treatment for my 12-year-old daughter's dry, coarse hair and I've had good success with Pantene products in the past so I tried this. While it's marketed as a product that can undo "three months of damage in three minutes," we really needed to condition her hair so we left it in for about 20 minutes. Going forward, we'll just do it for the recommended three minutes.