Extend the vibrance of colour treated hair as only nature can. Aveda’s gentle plant infused shampoo with 100% organic aroma, helps do what harsher cleansers can’t - resist fading. - Aveda Color Conserve Shampoo keeps hair colour vibrant longer. - Protects colour-treated hair from damaging effects of sun, water and environmental stresses. - Leaves hair silky, soft and shiny. Organic, Sustainable.