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The Alterna product line was created to change the way people think about hair care. Born from years of intensive research and development, Alterna's goal is to continually push the envelope by revealing the latest in hair care ingredients and technologies to shape the future of professional hair care. Whether you're 30 or 50, this shampoo returns hair to a more youthful-looking appearance. A gentle, moisture-rich shampoo designed to restore strength and moisture levels in extremely dry, thick hair and overworked damaged hair. This shampoo is appropriate for all hair types but is particularly effective on hair exposed to chemical processing, hard water and sunlight.