GVP Deep Conditioning Mask Plus Keratin Compare to It's a 10 Miracle Deep Conditioner Plus Keratin smooths hair cuticles and detangles. This mask deeply conditions to protect hair color, prevent heat damage and adds shine. GVP Generic Value Products line was formed because a group of experienced chemists and marketing people knew they could produce at "Popular Prices," a product as good as the "higher priced" quality name brands.