I bought this shampoo based off the reviews below and friend recommendations. I checked out reviews for Lee Statford and John Frieda's purple shampoo's too as well as a few brands not on this site. Out of every review I looked at (and there were lots) this shampoo was the only one that had no negative reviews.
As a shampoo it doesn't tangle like other shampoo's are known to do and it does take out yellow tones, but it only lasts a day or two then I have to do it all over again.
Two things that a lot of people talk about is it turning your hair purple and the smell.
I think the smell is ok, but not amazing.
The purple hair however I have experimented with. I was very careful to only have the shampoo in for about 5 minutes when I first got the shampoo, but the effect didn't last long. So I have experimented with having the shampoo in for up to 4 hours. At 4 hours the whitest blond hairs get a very light lavender tinge, otherwise it stays blonde.
Because the cheapest I could find this shampoo for was $23, I think next time I would consider trying a cheaper shampoo in comparision, but this one does do the job.
By far my favourite silver toning shampoo. Used in combination with the matching conditioner once a week (I only wash my hair twice a week), it kept my artificially blonde hair in great shape.
The shampoo is even capable of rescuing blonde hair that has brass-ed badly, however if you leave the shampoo in for too long it can stain your hair purple, or turn it a more silvery colour.
I only had one incident of hair staining, but I did frequently stain my scalp from leaving it in just a tad too long - I liked my hair quite silvery when I used this product. The shampoo washes out easily from your hair, and doesn't feel like it leaves much of a residue.
I purchased a set of the shampoo and conditioner in the tubes and it lasted me around 6 months, I have considered repurchasing in the larger pump bottle form but have decided to colour my hair a darker blonde instead.
Tips: Less is more!