If you have blonde, bleached, platinum, or silver hair and have noticed your fresh-from-the-salon color turning warm and brassy within weeks of your appointment, read on. Despite looking like a bright purple hair dye, there’s nothing scary about the subtle color-enhancing effects of purple shampoo. In fact, it’s a light-haired hero. Nexxus’s Blonde Assure Color Toning Purple Shampoo is formulated to neutralize unwanted brassy tones, as well as target the damage caused by chemical coloring. It does this using keratin, the protein our hair is made of. Still nervous about adding a purple shampoo to your regime? Here are four reasons why you really should…
1. Chemical color is vulnerable
We all know that bleached or lightened hair is prone to dark regrowth at the roots, but that’s not the only way color can diminish once you’ve stepped out of the salon. The external aggressors responsible for daily hair damage can cause chemical color to fade over time, allowing natural pigment to creep back in and reclaim the strands. While protecting the hair’s essential proteins from UV rays, pollution, and sulfates will help (this is at the heart of every Nexxus collection), the Blonde Assure Color Toning Purple Shampoo also works by counteracting the warm pigment responsible for unwanted brassy tones.
2. Purple shampoo treats, as well as brightens
Chemical coloring can lead to a vicious cycle. You cause inevitable damage doing it, and damaged hair (especially when exposed to daily heat styling), is more prone to fade due to a depleted outer cuticle. And what do we do when our hair starts to fade? Color it again. But Nexxus scientists have pinpointed the exact proteins and amino acids lost during the color process and infused the Blonde Assuresystem with keratin protein in order to break the color-damage cycle.
3. Purple shampoo can easily slot into your current routine
Purple shampoo isn’t designed to replace your existing haircare regime, only to work alongside and enhance it. Try using the Nexxus Color Assuresystem – which boost vibrancy for up to 40 washes – alongside the Blonde Assure Color Toning Purple Shampoo, locking in its results with the Blonde Assure Color Toning Purple Conditioner. But if you decide to alternate with your existing shampoo and conditioner, there are a few things you need to check. Are your products sulfate-free? Sulfates create a nice lather, but they’re also known for stripping the hair, exactly what you don’t want when trying to preserve your color. Another thing to check is if your haircare regime is color-centric… is it formulated to restore hair damaged by chemical color? Not-so-fun fact: colored hair loses three times the amount of proteins as uncolored, which is why protein protection and replenishment remain at the heart of every Nexxus collection.
4. Purple shampoo enhances gray hair too
Many people used lockdown to embrace their natural gray – a stunning look, but not always a more low-maintenance option. Gray and white hair is also prone to yellowing, due to a lack of pigment allowing strands to take on environmental contamination. Pollution, sunlight, cigarette smoke, mineral-rich water, chlorine, and even some haircare products can leave gray hair with a dull, yellow tint. There are several things you can do to prevent this: install a water filter in your shower, wear a hat outside, and wash your hair regularly using the Blonde Assure system to protect the strands from external aggressors while enhancing your silver-gray tone.