This Joico Colour Endure Shampoo for Long Lasting Colour is the first step in the Colour Endure regimen. It makes the vibrancy of coloured hair last longer whilst improving softness, manageability and strengthen. To gently cleanse your hair whilst still trying to protect the vibrancy and longevity of your colour, use the Joico Colour Endure Shampoo for Long Lasting Colour. The product strengthens your hair without disturbing the colour molecules in your hair.