Product L’Oréal Professionnel Serie Expert Silver Neutralizing Shampoo delivers care for grey and white hair using key ingredients such as Magnesium and Babassu Oil for powerful antioxidants and to moisturize and inhibit ageing processes while enhancing elasticity. Professionally formulated with a high concentration of blue and violet pigments, it will instantly erase yellow undertones while softening with a glossy effect. Neutralizes yellows Moisturizing Softens Who is it for? White and Grey What does it do? Neutralizes yellow undertones Moisturizing and nourishing Softens How-To Apply a dime-sized amount to wet hair at the scalp Gently lather and massage through hair, working down to the ends Rinse Repeat for extra cleansing For best results use the L’Oréal Professionnel Serie Expert Silver Neutralizing Conditioner The brand L’Oreal began in 1907, when French chemist Eugéne Schueller developed a hair dye formula that revolutionized the hairdressing world. Since Eugéne's first discovery, L’Oreal has kept his passion alive by providing hairdressers with their most innovative products, tested and approved by the greatest names in hairdressing. Today L’Oreal is still at the forefront, with highly innovative products continuing to be one of the leads in originality, innovation and market leadership.