Joico Color Therapy Shampoo is the perfect choice for all color-treated hair will benefit, but special perks for tresses that have been stressed (aka: double-processed; lifted more than two levels; or structurally weak). When you’ve shelled out big bucks for a color service – and finally nailed that perfect shade, shine, and intensity – the last thing you want is an ordinary shampoo that washes your investment right down the drain. Literally. And that’s why we formulated a gentle cleanser that never strips your strands, and actually doubles the life of your hair-color’s vibrancy and longevity. It’s a breakthrough product that preserves and protects against future damage… all at the same time.