Fudge Professional Clean Blonde Damage Rewind Purple Toning Shampoo. Instantly erases yellow tones & damage from blonde hair, with Opti-PLEX™ technology for 95% stronger hair*. Don’t choose between toning and repair! This dual-force purple shampoo contains our salon-strength violet micro-pigments that instantly knock out brassy tones, whilst the unique Opti-PLEX™ technology penetrates deep into the hair\'s core to reconstruct bonds after chemical, styling and environmental damage, as well as weightlessly smoothing the cuticle. Hair is blonder, 95% stronger*, and 10x smoother with double the softness**. Colour, styling, UV, pollution: what damage?! Developed with FragranceFuse™ technology that infuses each strand of hair with an explosion of fragrance that lasts for 24 hours. *Tested by breakage **When used with Clean Blonde Damage Rewind Conditioner for the ultimate hair toning and PLEX reconstruction.