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The next generation of our award winning Crema conditioner, Crema + Keratin™ is the ultimate in hydration for chemically treated hair. This revolutionary new product features SmartKeratin™ technology, which provides targeted deposits of keratin to only the most damaged areas of the hair fiber, leaving it soft, shiny and easy to style. Our exclusive SmartKeratin™ is positively charged, and seeks out the negatively charged damage in your hair. Once the SmartKeratin™ is attached, it stays that way due to its inverse solubility, and all of the excess keratin that typically suffocates your hair, simply washes away. This unique rinse out conditioner won’t overwhelm your hair with too much protein, which can lead to future breakdown of the entire hair fiber after repeated use.