A different direct dye system with stunningly different result. Semi-permanent direct dyes create colour intensity by sitting on the outer and inner levels of the cuticle. Direct dye designed to fade on top up to 100%. Lasts up to 10-15 washes. Provides outstanding colour shine and brilliance. Boosts the health of the hair to make the hair look like it’s glowing. 8 out of 10 stylists perceive an improved hair structure. 83% rate the shine better than a leading competitor.