Being a bleach blonde, and absolutely hating even a HINT of brassiness, I have tried many products to eliminate brass. Toners and blue/violet shampoos. Shimmerlights was way too harsh and drying. Aveda Blue Malva didn't really do much. I kind of liked the l'Oreal one, but then I picked up this little gem one day when I was desperate and couldn't find my L'Oreal (I think it was when they had discontinued it)... Now I will never need to try anything else... I have found the one that not only works amazing on eliminating brassiness and adding coolness to my hair, but is also PLEASANT smelling and HYDRATING! I haven't used a color-depositing shampoo that was ever remotely hydrating until this. On the days I use this, I definitely get comments on how gorgeous my color is, or how much brighter my hair looks today... It really does the trick for rejuvenating your bleached hair. I naturally have some red undertones since I am naturally blonde, fair, with blue eyes... so I know this does the job well. On the days I use it (typically once a week as needed), I shampoo first with my normal shampoo to remove all the residue and clean it well. Then I apply this shampoo and rub it in well, pushing the color in with a slight circular motion. Then I let it penetrate my hair and sit while I do other things in the shower... usually about 3 minutes. Thats usually enough time for the shampoo to do it's magic. I will be very upset if/when they discontinue this :( It is an important staple in my hair care routine!!