For people with natural gray or silver hair, or pale blonde/lightened hair, who are dealing with yellow or brassy tones. It is not intended for hair without a gray, silver, or very light blonde base — on darker hair the violet pigment would simply deposit unwanted tone rather than correct anything. It suits both salon clients and at-home use as an occasional toning step layered into an existing routine, rather than a daily shampoo. Note: Redken has discontinued this shampoo, so it now suits people finishing out a routine they already use rather than someone starting a new long-term regimen with it.

The reason to use a dedicated toning shampoo like this rather than a regular one is the violet pigment itself — it addresses a color problem (yellowing) that a standard cleansing or moisturizing shampoo doesn't touch, and it's calibrated for the specific warmth that shows up in gray, silver, and pale blonde hair rather than being a general-purpose purple shampoo for any light hair color. It's worth knowing that Redken has discontinued this particular shampoo, which makes it better suited to someone topping up a routine they already rely on than to someone starting a new one.

Wearing gloves, apply to wet hair, lather, and rinse. For a stronger toning effect, leave a second lather on for 3–5 minutes before rinsing. Use one to two times per week — not at every wash. Follow with Color Extend Graydiant Conditioner.

Good news: the violet pigment is purpose-built to correct warmth in gray, silver, and pale blonde hair rather than being a generic all-purpose brightening shampoo, and the citric/lactic acid pairing is aimed at the more porous hair typical of gray or lightened strands; it slots easily into an existing routine as a once- or twice-weekly toning step. Less good: it's a toning shampoo, not a moisturizing one, so hair that's dry as well as gray will still need a separate conditioner or mask; using it more often than recommended risks over-toning hair with too much violet cast; the dye can temporarily stain light towels, pillowcases, or fingernails, which is why Redken's own instructions call for gloves; and it has been discontinued by Redken, so once current stock is gone it will not be restocked.