There is a lot of marketing here (to be honest, where is there not?). Gloss enhancers - what is your gloss enhancer? Typically it is just another surfactant, but one which tends to leave a higher shine either by leaving a film or something or ensuring that any other film that is left is more uniform. Many generic surfactants will actually give some level of gloss enhancement, quite by accident, but will never advertise this. Lubricants are another example of this - lubricants in shampoos are not really specialised lubricants. In many instance they are just surfactants and this is just a side effect of them lowering the surface tension (this is what surfactants do, by definition). Sometime you find products which genuinely do have lubricants but there will not do what you think, they will adhere to your skin or wash media so that it glides more easily over the surface... the surface itself is not made any more slick. These are, more or less, the same things that would get using in personal care applications.
I personally prefer to stick to basic shampoos which do not have anything added. In my view as a manufacturer, the additions are often totally un-necessary and simply bolster a characteristic which is not at the level it should be. The only real exception here would be sheeting agents or 'wax' type additives. These do have a genuine use as they can help a vehicle to dry more rapidly (like a rinse aid). That said, I was never convinced about the merit of these in high end car care - it is a bit like a Princess choosing to wear costume jewellery instead of real diamonds.
