Over time blonde hair tends to develop a warm tone to it. The Alter Ego Silver Maintain Conditioner helps to neutralize those unwanted tones while also giving hair intense hydration and nourishment. It neutralizes these tones with the help of purple pigments in this conditioner's formula. It is ideal for those with blonde, bleached, or grey hair who desire a cool and bright blonde tone. The Alter Ego Silver Maintain Conditioner harnesses the power of Urban Shield Technology, which acts as an anti-pollution shield protecting hair from free radicals and UV rays. It also uses antioxidant-rich Goji Berries to preserve hair color longer, and Argan oil to tame frizz, protect hair from damage, and add incredible shine and moisture. With this purple conditioner, your blonde locks are left soft, silky, easy to comb, and with added brightness and shine!