I have thick coarse Asian hair and this was only product that worked. Since I started using the grooming cream 10 years ago, they've changed the formula twice, each time worse than the last. The latest formula is just awful. The hold is not as strong, my hair loses shape through out the day. If I knew American Crew was going to constantly change the product, I would have stock piled it... it was so good. Now I'm looking else where for a better product.