Gentle cleanser for colour treated hair that increases colour longevity and reduces tonal change joico color endure shampoo protects hair colour vibrancy up to 33 longer than a leading professional shampoo and maintains over 88 of red hair colour between colour services this exceptionally gentle daily shampoo will preserve over 86 of your hair colour after 18 washes while adding strength manageability softness and shine ph 4 5 5 5