It looks like a combination of both flare and a mild form of cross processing. Nik Software's Color Efex pro is great for this, I'd suggest you download the 14 day trial from that and then start from there.
Another good way (but elaborate) to get that effect is to duplicate layer, create a grayscale from that layer with a (custom) gradient map with brown/beige in the highlights and purple in the shadows (all colors with a low opacity) and apply that to the grayscale.
From there you could lower the opacity of that effect to bring back the colors a bit. I personally like the light brown/beige with purple for a gradient map, but it's a LOT of fiddling to get right.
If you have a source image you'd like to try this out on I can give it a few attempts and describe the actions (or send you the PSD file).
There's many, many subtle forms of this around, which is why I'd suggest starting with a relatively easy plugin like Nik's and figure out how to replicate it manually from there (or just buy that and be done).
Hope it helps you in the right direction!