I'm sure you've heard about the 'reverse washing' trend - where you condition hair first and then shampoo. This product is arguable ahead of its time for that reason.
Philip Kingsley Elasticizer is a pre-shampoo conditioner which you massage into your hair (in sections it is advised) and leave for 10-20 minutes with a plastic cap on so that the heat can do the work. It is priced around £17 for 75ml.
For a start, on a cold winter morning, wandering around with wet hair looking for a shampoo cap (no such luck) is not advisable.
It's true that the product does have a lovely geranium and neroli fragrance but this I suspect is to distract you whilst you hang about waiting for it to work and in any case it is shampooed straight out.
If you have longish hair, like I do, you'll also go through a tube quite quickly.
I remember once reading that Marie Helvin (one of the original supermodels) recommended using mayonnaise as a conditioning treatment and a jar of Hellmans would certainly be a lot cheaper.
The problem I have with many of these 'hero brands' is that they seem quite cold and clinical, standing aloof in bleak cosmetic 'boutiques' like Space NK.
In fact many of today's brands look more like potions stolen from a secret lab somewhere deep in the Swiss Alps.
You need a GCSE in Chemistry just to understand the ingredients.
Busy mums struggling with cash and time don't want to be bamboozled. We just want products that do the job.
We also want brands that engage with us appropriately.
Somewhere in-between Benefit (desperate to be liked - "look at us, we're pink for heavens sake and we make teeny tiny palettes suitable for elves) and Mac (don't bother talking to us right now we're too busy being fabulous).
And somewhere decidedly south of No.7 (come in No. 7 your time is probably up).
Anyway I duly applied, shampooed, rinsed and used my usual conditioner and yes, my hair did have a little more oomph but not £17 worth of oomph.
Some of the reviews I've read suggest that you need to use this product consistently to see results but it is time consuming when you struggle to get into the bathroom before the husband and kids!
A product to add to your Christmas list rather than your shopping list.