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EVEN COVERAGE
Permanent dye deposits pigment uniformly into every strand, so grey disappears completely instead of fading into patches near the hairline.
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COLOUR LIFT
The developer opens the hair cuticle and lifts your natural base by up to three levels, so you can go noticeably lighter in one sitting rather than several.
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LONG-LASTING PIGMENT
Colour molecules bond inside the hair shaft rather than sitting on the surface, so the shade holds through washing and styling for weeks rather than days.
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UNIFORM TONE
The same formula goes on root to tip in one process, so there's no banding or visible line where an older colour meets the new one.