The short answer: Explain to clients how TripleBright is delivering brighter, longer-lasting blonde while you use it in your services so they want to take it home with them, too. But what about clients who’ve had bad purple-shampoo-related experiences? 

Purple shampoo should be a staple in any blonde routine. But for many of us, it’s often a major pain point. Why? Dullness, uneven tone, unwanted purple streaks and brass that just keeps coming back. 

Now that the future of blonde care is officially here, it’s time to change the conversation around purple shampoo. TripleBright oxidation defense purple shampoo is powered by triple-action tech that does so much more than temporarily tamp down brass. There’s no staining, overtoning, or uneven application to worry about here. But how can you tell clients all about this new innovation casually and conversationally (without sounding like you are forcing a purple miracle into their hands)?

Allow K18’s Director of Education, Amber Thorne, to elaborate: “The biggest thing I try to remember is I’m not selling a product, I’m educating my clients about how this product is solving a problem they already have,” she says. “Lead with the hard water story, let them see the result on their own hair, and the retail conversation practically takes care of itself.”

Keep reading for more expert insights from Thorne on how to talk to your clients about TripleBright (including some real-life suggestions for exactly what to say throughout your services). 

start at the shampoo bowl (show, don’t sell)

Remember: You want to let the results do most of the work for you. When working on a new client, keep it simple, clear, and not overly science-y. You’re not educating other PROs, you’re educating real people who may or may not know what biotech or oxidative damage is all about.  

With that said, use this as your opportunity to introduce TripleBright in a low-pressure, high-impact way. Thorne recommends weaving it at the beginning like this:

“I'm using something a little different on you today… this is K18's newest launch: TripleBright. It's not the average purple shampoo. While it tones, it's also pulling out the metals and minerals from hard water that are literally oxidizing your hair and making it go brassy. That's why your color never quite looks as fresh as it does when you leave here.”

This approach does two things:

1. Reframes brassiness as a cause-and-effect problem, not a client error

2. Positions you as the expert who actually understands what’s happening to their hair.

Because almost everything accelerates the oxidation process (pool water, UV exposure, heat styling, etc) time is of the essence! And when clients’ can see and feel the difference for themselves, it doesn’t feel like a sales pitch. It feels like a professional recommendation based on experience —but also one that begins with a genuine concern for the state of their blonde if they don’t do something to protect it now. 

give a full benefit breakdown

On top of the aforementioned show-and-tell, you’ll want to clearly convey the benefits, what it does, and how it’s different from traditional purple shampoos. Keep it simple and avoid using words they likely won’t know.

Thorne suggests this easy, conversational way to explain it:
“It does three things at once that no other purple shampoo does. 

• First, it removes the metals and minerals already sitting on your hair… that's the ionic detox.

• Second, it neutralizes the brassiness you can already see using precision violet technology.

• And third, this is the part I love… it actually defends against future brass coming back with a biopolymer. So, your blonde stays brighter, longer between appointments.”

At the end of the day, your clients don’t need a full-on chemistry lesson. They need clarity, so focus on clear outcomes:

• Brighter, longer-lasting blonde

• Ideal hair tone is restored and evened* for all highlighted and lifted tones

• Easy-to-apply foam = easy to use

• 1 wash removes up to 3 months of brass from hard water*

don’t be afraid to make it personal

Getting a little personal can go a long way. It builds trust with your clients, which is invaluable in this industry. Plus, it makes them more likely to invest in your recommendations. 

Here’s an example from Thorne: 

“Living here, our water is notoriously hard. That mineral buildup is happening every single time you wash your hair at home. One wash of TripleBright can remove up to three months' worth of that hard water. So honestly, every time you skip using it, your color is paying the price.”

This helps shift the conversation from “Do I need this?” to “Why wouldn’t I use this?” all while coming from a place of care and credibility. 

how to handle the “I already use purple shampoo” objection

You’ll hear it all the time—and it’s your chance to educate clients (not contradict them). Thorne advises keeping it straightforward and confident with a response like: 

“The difference with this one is that other purple shampoos only tone. They don't remove the underlying metals causing the problem in the first place, and they don't protect you going forward. Plus, it applies as a foam, so it distributes evenly and you're not ending up with those patchy purple spots.”