Shade Integrity! VS ColorFinity Shampoo is a gentle cleansing shampoo for color treated hair. Enriched with antioxidants, it shields your color shade from minerals found in water, helping to prevent oxidation that weakens and fades colored hair. It gently cleanses while acting as a primer to help protect your fashion-forward, fabulous color. Acts as a primer to help protect your color shade from fading while washing. Gentle formula enriched with antioxidants helps prevent oxidation that weakens colored hair and makes it look washed out. Long lasting, intense color for more than 40 washes.