<UL><LI>Easier, more controlled application supported by a smoother, more workable texture</LI><LI> A gentler option for creative color, making it suitable for hair with previous damage</LI><LI> Maintains up to 87% of color after 20 washes for longer-lasting vivid hair color**</LI><LI> Delivers up to 181% more shine for noticeably brighter, more reflective color*</LI><LI> Features a conditioning formula that improves shine and wet combability</LI><LI> Less color fade for color that stays vibrant longer</LI></UL><BR/> <p>Enjoy longer-lasting vibrancy: ion&reg; Brights Semi-Permanent Hair Color maintains up to 87% of color after 20 washes*, when most colors fade in just 6&ndash;10. Semi-permanent hair color coats the outside of hair to add vivid color, without penetrating the hair cuticle like permanent or demi-permanent dyes do.The conditioning formula is designed to spread smoothly through hair, improving wet combability and making application easier, more controlled and more even. With improved color retention and reduced fade, these bright hair colors stay vibrant and luminous wash after wash, all without the need for a developer.</p> <p>&nbsp;</p> <p>*Study conducted on ion-semi permanent shade Purple new formula vs untreated hair<br /> **Study conducted on ion Semi-Permanent shade Shamrock with a base shampoo</p>