This powerful purple shampoo is rich in neutralizing agents to instantly remove brassiness and yellow undertones. Ideal for cool blondes and grey hair;the regular use of this shampoo provides durable anti-brassiness protection;keeping blonde shades cool for longer. It protects hair from daily oxidation and pollution;restoring shine and softness. Enriched with a combination of Hyaluronic Acid and Edelweiss flower;the formula instanly boosts blonde luminosity while deeply nourishing the fiber. Up to 8x more luminous blonde shinier hair* Up to 99% stronger blonde hair** Up to 72 hours long lasting hydration smoothness*** Instrumental test after application of BAIN LUMIERE + CICAFLASH* Instrumental test using Bain Lumiere + Cicaflash + Huile cicaextreme on bleached hair.** (98% for Bain UV + Cicaflash + Huile Cicaextreme, disclaimer to be adapted accordingly) Instrumental test using Bain Lumiere + Cicaflash + Huile cica extreme on sensitized hair.