Feel vibrant. Enjoy your color longer when you cleanse with plant-based care that helps protect color by preventing fading. Extend the vibrance of color-treated hair. Our gentle plant-infused shampoo helps do what harsher cleansers can't, resist fading. Aveda's own pure-fume aroma with certified organic lavender, geranium, grapefruit and other pure flower and plant essences. Liters use up to 28 percent less plastic. Liters cost 20 percent less per ounce. Leaves hair silky, soft and shiny, when used with color conserve conditioner. Gently cleanses without stripping color-treated hair, helping keep hair color vibrant longer. Keeps hair color vibrant longer.