4RRV - Red Red Violet Med Brown, What it is: Give yourself the gift of irresistibly gorgeous hair with Joico LumiShine Permanent Hair Color. It’s a permanent crème hair dye that comes in luscious reds, browns, blondes, purples, and more! What it does: When used with a quality developer, this permanent hair dye will give you a long-lasting, true-to-shade result. It penetrates the hair shaft to deposit pigment molecules within. The formula is enriched with ArgiPlex technology, which reduces hair breakage during the coloring process. What else you need to know: With just one application, you can get up to 100% grey coverage. As a bonus, LumiShine has a light, fresh fragrance that makes the coloring process as pleasant as can be.