Colourants can alter the natural protective layer of the hair, making the fibre more sensitive to external aggressions such as sun and pollution. To help protect your hair, a specific protective care is needed. L'Oréal Paris has created Elvive Colour Protect, the UK's no. 1 for coloured hair*.The secret to colour protection1 Concentrated Nourishment. The formula, enriched with an Active Nourishing Ingredient, bathes the hair and transforms its surface. Hair feels voluptuous to the touch.2 Lasting Colour Protection. Enriched with UVA + UVB Filters, the formula helps protect hair from external aggressions and leaves colour shimmering.Proven results - Just coloured intensity for up to 7 weeks***Nielsen shampoo and conditioner unit sales Jan 2017 - Dec 2017**Instrumental test after application of shampoo + conditioner.