From blonde bombshells to silver foxes, cool tones like platinum tend toward gold and at worst, brass over time. Keep them pure by using Color Support Shampoo and treat your hair like a fine washable. This low-pH formula has a rather subtle lather (it's a myth that proper washing means a head full of suds). It cleanses in the kindest way possible while leaving a mere trace of color without damaging vulnerable hair. Must be used with Color Support Conditioner. Use as often as needed to maintain color. Consult your colorist. Alternate with gentle shampoo. Made in USA.