Recommended by the hair experts at L'Oreal, Color Vive with dual UV filter technology helps lock vibrant color in and keep damage out. Keeps color truer, longer. Frequently color-treated hair is more likely to be dry, porous and brittle, and the color can fade when exposed to damaging environmental elements. After using Color Vive Hi-Gloss Shampoo hair is replenished with moisture and is protected from the damaging, dry effects of environment elements. Gently cleanses while replenishing moisture. Nourishes hair so that it's soft and supple. Helps seal in color vibrancy and shine.