People with red or red-toned color-treated hair who want to extend the vibrancy of that color between salon appointments. Because it deposits pigment with each wash, it's specifically for red or red-family shades rather than color-treated hair generally, and isn't intended for natural (non-colored) red hair or other color families. It's a professional-brand retail shampoo meant for at-home use — no salon visit or mixing required, and it suits any experience level.

The real distinction from a generic "color-safe" shampoo is that this one puts color back into the hair rather than just avoiding stripping it out — the direct red pigments in the formula mean each wash does some of the work a salon glaze would otherwise do, while the SmartRelease system handles the conditioning side so the deposit doesn't come at the cost of dry-feeling hair.

Apply to wet hair, work into a lather, and rinse. Because it contains color pigment, avoid leaving it on skin, light-colored towels, or very light/pre-lightened sections of hair longer than needed. Follow with Colour Infuse Red Conditioner for the matched system.

Pros: actually deposits red pigment rather than just avoiding fade, so it does real work toward maintaining the shade between colorings; combines that pigment deposit with a liposome-delivered conditioning system (rosehip oil, arginine, keratin) rather than pigment alone; includes UV filters aimed specifically at sun-related fade.

Cons: because it contains direct dye pigments, it can tint bathware, towels, or very light/blonde sections of hair if used carelessly; it's a standard sulfate-based shampoo, so it isn't an option for anyone specifically seeking a sulfate-free wash; it's shade-specific, so it won't help maintain any other color family.