Watson's Beer Mask is so-so... actually it softens the hair temporarily, but doesn't really improve the hair or anything. The effect wears off after awhile too.
Loreal Smooth-Intense Anti-Frizz Mask is pretty good...

Haven't used for long term yet though. Heard good stuff about Sebastian Laminates Masque, Loreal Professional Hair Spa and Redken Butter Treat Treatment as well.