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I put the Purple Shampoo in my dry hair for 10 minutes (yes 10) before I went in the shower to wash my hair. This is becasue the hairdresser didn't make it blonde enough, and it was also brassier than I had requested. Putting it in dry hair reduces it from being diluted. Although it is still "yellowier" than I would personally have liked it to be (I prefer "Ashier" tones), it most definitely lightened the blonde. I wash my hair 2-3 times a week at most, so putting the purple shampoo through dry hair once a week is a really good way to keep it brighter. I expected it to be brighter, considering the length of time I put it in my hair, but it still worked well.
Verified purchase: Yes | Condition: New
Verified purchase: Yes | Condition: New
Leaves your hair soft and smells great and no build up on scalp.
Verified purchase: Yes | Condition: New