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Honestly, I can't see how this product can be seriously recommended for men with fine hair. Perhaps, it's so "lightweight" that it doesn't weigh your hair down, but it's also so "lightweight" that it provides absolutely no hold whatsoever. My hair has never looked so flat and shapeless as it did the first morning I used the product. So, yeah maybe by "natural hold" they mean "no hold". The styling creme's only redeeming quality is it's pleasantly clean scent. Needless to say, I am pretty disappointed with it's performance.1