Dia color is an ammonia-free alkaline demi-permanent gloss colour. The portfolio includes 100% true-to-tone natural reflects. Formulated with up to 92% natural origin ingredients,* Dia color reverses dullness for 6 weeks of gloss colour** and provides up to 70% grey coverage. It provides 3x more shine*** and enhances hair vibrancy. The texture is creamy for easy mixing, application, and rinsing. Dia color restores hair colour and shine with dullness Gap Filler Technology that replicates colour and position in the fiber to perfectly fill gaps from melanine lost. The end of dull hair is here. Results • Lifts up to 1 level with alkaline technology, ammonia-free • Adds reflect and dimension for all hair types and textures • Enables customizable results with a large inter-mixable palette of shades from lightest blondes to darkest browns in cool, neutral, and warm tones • Has a positive impact on the environment: it uses 36% less packaging**** and saves up to 27 tone of paper/year**** made from 100% recycled cardboard and 95% post-recycled aluminum tubes *Maximum % of naturality across all shades of the range, with at least 84%. **Instrumental test; consumer tests ***Instrumental test ****Vs. Dia Richesse