The Present Time: Cool Reds

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The Present Time: Cool Reds Davines research laboratories have designed an innovative demi-permanent alkaline color that's ammonia-free, low-commitment, delicate on scalp* and offe rs up to 70% white coverage with tested longevity, reflective shine, and dimensional color results. Our sustainable formula delivers strengthening with advanced power for enhanced vibrancy, delicate lightening (1 level of lift and color deposit) and gentle coverage, plus the extra benefit of restoring hair lipid composition to optimize the appearance of hair. -Restores the hair lipids by up to 76% after one color service* -Total color protection from UV exposure up to 4 weeks* -Color gradually fades true to tone, naturally and beautifully with up to 24 shampoos* -Up to 34% more resistance to breakage* Show more