When youve spent good money on a first-rate colour service (we know full well those numbers are nothing to sneeze at), then doesnt it make sense to go the distance and bring home a product that protects your investment? This Shampoo is designed specifically to extend your colour vibrancy 33% longer than any other similar cleanser on the market. Whats more, redheads the hardest hit in the fade department will love the fact that it maintains their scarlet hue by a full 88%. (Thats not a number to sneeze at, either.)

Perfect choice for:Any colour-treated hair that wants a thorough wash without fear of stripping, tonal changes, or fading.

Heres how:The classic MO: Lather, rinse and repeat if you like. Follow with Joico colour Endure Conditioner for an added treat for your hair.

The inside secret: Multi-Spectrum Defense Complex rich in Green Tea, Antioxidants, and UV protectors lends strength, manageability, softness, and shine; while fighting the big fade-out even after a full 18 washes. Bio-Advanced Peptide Complex aids in reconstruction.