Over the past 20 years, consumer demand has grown for products designed to treat hair damaged by thermal, mechanical and chemical insults. According to Kline and Company, conditioners, especially intensive treatments, remain the fastest growing category in hair care. Most conditioning technologies currently employed in rinse-off systems lend benefits to hair that last for only a day or two. Thus, conditioning technologies designed for long-lasting performance to restore hair closer to its virgin state are desired. Technology that offers good conditioning upon initial use, yet continues to activate conditioning through multiple shampoo-based wash cycles, may better serve consumers in their efforts to retain conditioning effects for an extended period of time.