Banishes Brassy Tones from Blonde Hair: Instantly erases yellow tones & damage from blonde hair, with Opti-PLEX™ technology for 95% stronger hair*Cult favourite purple shampoo: The dual-force purple shampoo contains our salon-strength purple micro-pigments that instantly knock out brassy tonesKeep Blonde Tones Icy & Hair Strong: The unique Opti-Plex™ technology penetrates deep into the hair's core to reconstruct bonds after chemical, styling and environmental damage