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Keep your blondes looking cool and bright, with this NEW REDKEN Blondage High Bright collection. Formulated using the Brightening Hair Care Complex to give your hair the blonder than blonde tones! This shampoo also contains Vitamin C extracts, a naturally derived ingredient known for its brightening benefits. The instantly brightening formula creates cooler, brighter and healthier blondes, through the chelators (a bonding of ions reaction) bond themselves with dirt or impurities that can cause dullness.