A natural product so you don't have to worry about soaking in allergy inducing/reaction causing chemicals. It thoroughly cleanses the hair, has a lovely light scent, lathers up well & leaves your hair silky (not dried out & brittle like a lot of shampoos). In terms of it's toning power, I've definitely used more effective. Even if you leave this product on for five or more minutes it won't permeate the hair and give off a silvery hue. I'm not totally convinced it can combat the effects of "hard water" as my bleached hair still comes out pretty yellow. It is rather expensive for such a small bottle, so not the best value. Inconvenient to pick up because only available for sale at Aveda salons Effectiveness nice shampoo for cleaning the hair but lacks in toning power. Probably would work better with "city water" (mineral & iron free water); with "hard water" it is not tough enough to neutralize the minerals brassy effects. Scent Light & not overbearing. Would appeal to all.