This stuff is fantastic! I found it for $7.99 at Ulta and had to pick it up. Usually hair products that claim to repair damage are a let down to my coarse, straw like hair but not this one, it's done wonders for me.
I apply a quarter sized dollop to towel dried hair focusing on the ends. And then when I dry it, I use a round brush to really concentrate some heat on my ends so that the product really sets in. (very briefly of course because my ends have the most damage)
You can also place the bottle in a bowl of hot water for a minute or so to warm it up and it becomes more like a hot oil treatment.