Introducing purple shampoo from elvive colour protect, britain's number 1 for coloured hair. Highlighted brunette, blonde, and grey hair can become yellow and brassy over time. How does it work purple colour is the opposite to yellow on the colour wheel, the purple within the purple shampoo formula helps neutralise yellow tones. Our new specialist colour correcting purple formula nourishes hair & neutralises unwanted yellow, orange, and brassy tones in just one use: to help leave hair looking bright and beautiful. Suitable for blonde, highlighted, and silver hair. A©2018 nielsen data, value & units, haircare (Client defined) 52 w/E 06/10/18 gb total coverage