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ILLUSTRATION: VEER. BY NOW WE ALL KNOW ABOUT THE DOWNSIDE to foaming agents like sodium laureth sulfate and sodium lauryl sulfate. Not only are they harsh and drying to the scalp, but they also cause hair color to fade. No wonder there are so many sulfate-free shampoos on the market today. Still, there are a number of other reasons for recommending one shampoo over another. o WELLA PROFESSIONALS Brilliance Shampoo for Normal to Fine Hair uses Liquid Crystal Technology to form a layer that helps restore the hair surface, lock in color and leave hair smooth and shiny. o ALOXXI ColourCare Hydrating Shampoo is enriched with olive and avocado oils, hydrolyzed keratin and silk amino acids to leave hair in optimum condition. o GOLDWELL Dualsenses Color Fade Stop Shampoo contains color-protective Pomegranate Essence to retain color vibrancy. o MATRIX has introduced the new o BIOLAGE COLORLAST Shampoo with fade-defying orchid, which contains f avonoids that f lter out the UV rays that can oxidize color. o KERATIN COMPLEX has rebranded its Color Therapy line, which harnesses the power of keratin to reinforce the hair's protective barrier and keep color from fading. o SCHWARZKOPF PROFESSIONAL BC Bonacure Hairtherapy Color Save Sulfate- Free Shampoo features Amino Cell Rebuild Technology that penetrates deeply into the hair to repair the inner cell structure. o EMMETTS HAIRCARE Support Shampoo is certif ed organic and infused with collagen. Meanwhile, o ORGANIC COLOUR SYSTEMS Power Build Shampoo fortif es the hair with vital proteins that actually attract color molecules. 0 5 1 4 s o a p o p e r a c o p y . i n d d 4 0 0514 soap opera copy.indd 40 4 / 1 5 / 1 4 1 : 2 3 P M 4/15/14 1:23 PM