Ditch those unwanted brassy/yellow tones with Joico's instant color-neutralizing Color Balance Purple Shampoo that re-strengthens and protects hair. Benefits Instantly neutralizes unwanted yellow and warm tones in blonde hair Long-lasting results through 12 washes Boosts shine and smoothness Over 2X stronger hair* Controls static Gently cleanses hair Neutralizes unwanted yellow and warm tones Boosts shine and controls static *Against combing breakage on damaged hair vs. a non-conditioning shampoo; when using Color Balance Blue Shampoo and Conditioner together Key Ingredients VIOLET PIGMENTS directly attach to the hair and instantly neutralize unwanted yellow tones. GREEN TEA EXTRACT AND UV ABSORBERS help fight fading and tonal change to keep color looking great. SMARTRELEASE TECHNOLOGY, their one-of-a-kind liposome delivery system, packs a punch - continuously releasing Rosehip Oil, Arginine, and Keratin to help repair, strengthen, and protect hair from the damaging effects of daily styling.