The Calura system is formulated with an innovative exothermic technology that was designed to maximize dye penetration and minimize hair damage. Each shade was formulated to generate a specific increase in temperature to achieve desired results. As a bonus, this heat allows a thorough penetration of the certified organic essences and keratin. The result is an incomparable radiant shine! The Calura exothermic system offers 3 primary benefits: 1- Ultimate white coverage. 2- Up to 5 levels of lift. 3- Longer lasting fashion shades.