A trend that’s growing stronger by the day is purple haircare. At esprit we get new purples almost weekly, a trend we see echoed in the professional world, with our sister publication INSTYLE also piling up the purple ranges.

John Frieda, the eponymous brand created by the London hairdresser, has made a lifelong business out of fixing common concerns such as frizz and brassy blondes. Today there’s a new bombshell on the block: John Frieda® Violet Crush Purple Shampoo for blondes – a shampoo solution to combat colour-fade and instantly transform brassiness to cool and brighten blonde.

Violet Crush Purple Shampoo for blondes – John Frieda’s purpliest of purple toner shampoos to blow brassiness out of the water

This shampoo is designed for the blonde who is not afraid of over-toning. It has an intensely violet formula containing patented technology which allows the pigment to penetrate further into the hair cortex, giving the best possible brass elimination in just one wash.

This active brass-crushing shampoo launches in John Frieda’s new look packaging. Available now at all leading national pharmacies. RRP $17.99, 245ml.

Not for the fainthearted, says the editorial press release, as that’s just why they have appointed the go-getter, bold as brass, Sydney-based PR and entrepreneur, Roxy Jacenko as the John Frieda Violet Crush Purple Shampoo for blondes Ambassador.

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