Dye-ing to preserve that fierce, fabulous, vibrant color long after your salon visit? Commit for the long haul with NEW Joico Colorful. Formulated with nourishing Camellia Oil and Pomegranate Fruit Extract, our anti-fade collection helps provide shine, strength, and protection from color-fading elements. Its a brilliant and beautiful trio that keeps you true-to-hue. Helps prevent haircolor from fading off-tone when exposed to UV or sunlight Instantly increases shine Boosts color vibrancy and provides softness Reduces frizz for smoother hair in just one use Guards against the hair-dulling effects of pollution