This ^ ... ^ ... ^ ... is the best! I used to do this with my Rough Collies. They looked like giant beautiful fluff when we were done!The fluffiness comes from drying techniques and a high velocity dryer. Products cannot add lift and volume (fluffiness) to the coat on their own. The closest you can get to that at home is to dry him from the skin out with a heated dryer, while using a pin brush to pull the coat in the opposite direction it lays. You would have to make sure there is absolutely no dampness left anywhere. The secret is in the drying, not products.