I'm going to say 80/20 technique/product ratio.
I wish I could get away with using the $0.99 products but my hair gets an attitude. That's not to say I use all expensive products because I most certainly don't, but I find when I mess with my set product regimen my hair rebels.
But my products wouldn't be effective if I let my ends brush against my clothing on a daily basis. My products wouldn't be effective if I made a habit of detangling new growth with a small tooth comb. My products wouldn't be effective if I tried to use heat twice a week.
At the same time, if I use protein when I need moisture then things aren't going to go smoothly either, so products do have a definite roll to play.
Technique is the cake, products are the frosting. Hence the 80/20 ratio.
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The reason that I don't take flat iron reviews seriously is because how the hair comes out is directly related to the skill of the user. The flat iron is a tool not a craftsman.