It has a very strong but pliable hold. If you use too much, it's horrible, so the key is to use it sparingly and build up slowly at least for long, relatively fine hair. It's really hard to wash out. But it's worth it, because the look it gives is exceptional.
In the morning, dip a fingertip into the product, which is a sticky, somewhat drippy cream, and distribute it over your fingers. Then, turn your head upside down and use your fingertips to press the product into your hair all over at random, moving from the roots to the ends and grabbing the ends when you get there to ensure adequate separation. To repeat this process until you've distributed the product through out your hair.