Schwarzkopf Igora Personality Hair Color is a semi-permanent, ammonia-free color range for excellent color retention and high shine. With a gentle 6.8 pH, hair is left shiny, while amino acid and serine strengthen hair for health and longevity. No color build-up. No line of demarcation. Fades tone on tone and excellent for white blending. Provides a clear tone for more versatility and shade intensity control.This range features a high definition color pigment matrix for the clearest tone direction, enhanced true to tuft results, and amplified intensity with maximum coverage. Lipid carriers amplify the pigment penetration and lock the color in by sealing the surface of the hair for long-lasting color retention.