Long Lasting color Color duration maintains up to 80% true tone color retention after 30 shampoos. Healthy Conditioning Formulation Ammonia free and deep conditions the hair with silk and aloe; hair appears brighter and more Vibrant. Creative positioning and design artistic inspired packaging and messaging to inspire creativity. Semi-permanent hair color with innovative Chroma Intense Dye Technology was created for longer-lasting and more intense colors. Direct dyes deposit easily on bleached or pre-lightened hair while simultaneously deeply conditioning. Using silk proteins to help strengthen the hair and add brilliant shine, hair appears brighter and more vibrant
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