BioLustre

Marketing hype? I visited the link you provided and the first thing I saw was "a new scientific breakthrough that instantly repairs your hair." THAT right there is definitely hype. You can NEVER repair hair no matter how hard you try because it is dead. From the moment it grows out of your scalp, the cells are dead. Without regeneration and cellular turnover, your hair cannot repair itself or be repaired by some supposed miracle product. Hair is different that skin in this respect--when you get a papercut it heals (and hurts too): both show you your skin is alive. But hair neither heals nor hurts. Therefore, no amount of shampoo or conditioner will repair your hair.

Other statements on the BioLustre site:
This is not a cosmetic product that will wash away. The products will bring your hair back to a virgin state.
Not possible. Once hair has been chemically processed, it`s never going to be like virigin hair. Kinda like virginity itself.

Using the BioLustre Instant Hair Repair Treatment, you could literally color your hair up to 6 times a day (if you choose) without causing damage.
That is really, really bad advice. Don`t do that. It amazes me the poor advice companies offer when it comes to hair color. Clairol Hydrience claims to actually moisturize your hair. What a joke! Color works by expanding the hair shaft with an alkaline substance (often amonia.) The high pH swells the shaft, allowing the color to penetrate. This is NOT a gentle process, no matter what the box says. And it concerns me when a website says you can color half a dozen times with no damage by using their product.

The site also talks about "clinically proven" results. I`d need the specific names and results of that test to believe it.
A multi-million dollar shampoo company conducted an independent study and confirmed BioLustré’s claims.
Really? Then how come they won`t name this "multi-million dollar company?" They later mention three "renown Ph.D`s" but again don`t name them. If a doctor had really done these tests, they would back up their findings with their name.

The shampoo company "study" claims to have found the following: "Results show a significant improvement in the condition of the hair overall and, more specifically, the treated hair felt smoother, had better strength and appeared to have more shine.”
Well, that`s probably the most accurate statement on this site. Notice they say "appears to have more shine." Virtually any conditioner will add shine, since those products coat the hair shaft and make it shinier. And again, conditioners can make the hair smoother--it just won`t permanently repair anything.

You can improve the look and feel of hair by using gentle shampoos and protein-based emollient conditioners. Panthenol and protein fill in the gaps between the cuticles caused by damage, therefore making the shaft look healthier and smoother. The BioLustre site shows an animation doing just this. HOWEVER, this is only a temporary fix. All that great conditioning is washed away when you rinse the next time and stops working. People hate to hear that there is no cure for their hair problems, so companies claim they can easily fix the problem with their product. That`s what we want to hear and we`ll gladly splurge to try a miracle worker. But you just can`t fix damaged hair. You have to grow it out. But in the meantime, you CAN use good moisturizing products to make it look and feel better, even if it`s just masking the damage. Based on my hair care research, there is no way BioLustre could do what it says. I hope this helps.