Ultra Purple, What it is: Bring out the rebel in you with Wella Color Fresh CREATE hair color! It’s a gentle semi-permanent dye that comes in outrageously vibrant hues, like hyper coral, future yellow, and new blue. These fun shades elevate any look! What it does: This semi-permanent dye does not lift the hair - it changes the color of the hair strands by depositing color molecules on the hair’s outer cuticle. It fades with every wash as the color molecules are rinsed away. What else you need to know: Since the color does not penetrate the strands, it is gentler on the hair than permanent or demi-permanent hair dyes- it even conditions your strands, leaving them shiny and soft after coloring. You can use it after any coloring service or even after chemical straightening. Process your hair for up to 30 minutes for the most vibrant result. For a less intense result, leave it on for 10 minutes or less.