Thick, full hair starts in the shower. John Frieda Luxurious Volume Touchably Full Shampoo prepares hair for voluminous style by gently cleansing without stripping. Formulated with Caffeine Vitality Complex to add fullness and soften hair, it increases volume up to 40% when used in combination with John Frieda Luxurious Volume Touchably Full Conditioner and John Frieda Luxurious Volume Root Booster Blow Dry Lotion. It’s gentle enough for everyday use and safe for colour-treated hair. For maximum volume, blow dry hair after use.