What It Does Ice Blonde Anti-Yellow Shampoo revives cool blonde tones in colour-treated, lightened or grey hair types. The gentle cleansing formula contains concentrated Violet & Blue Pigments to help counteract unwanted gold/brassy tones. Enriched with strengthening Hydrolysed Quinoa Protein and Iceplex Bond Builder Technology©, a supercharged complex of Amino Acids designed to build keratin, penetrating into the hair cortex and restoring it from within.