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WHAT IT IS. American Crew Firm Hold Styling Gel, the ultimate in holding power, is enriched with natural extracts like vitamin B5 to help hair look thicker with added shine. This alcohol-free gel is superior in hold and shine and has a low pH to prevent drying of the scalp. 100ml. Made in USA. WHO IT'S FOR. For all hair types. WHAT IT DOES. Provides very high hold with a high shine, prevents flaking, avoids drying the hair and scalp, allows for easier distribution through hair. HOW TO USE IT. Apply to towel-dried hair. Work from scalp to ends and push hair into place. Leave it alone.