PRESS PLAY TO START.Semi-permanent color. Maximum versatilityA different direct dye system with stunningly different result. Semi-permanent direct dyes create color intensity by sitting on the outer and inner levels of the cuticle. Direct dye designed to fade on top up to 100%. Lasts up to 10-15 washes*Provides outstanding color shine and brilliance. Boosts the health of the hair to make the hair look like it’s glowing.8 out of 10 stylists perceive an improved hair structure.83% rate the shine better than a leading competitor.How to use1.     Mix, apply & time:·         Mix Elumen Play hair color in any color mixing bowl.·         Apply the color where desired to dry hair and be sure to saturate the hair completely for the best results.·         Process for 30min without heat or 20min with heat2.     Rinse, shampoo, care.·         When it’s time, rinse completely without emulsifying.·         Follow with Elumen shampoo.·         Finish with your favourite Elumen conditioner.HD MAX TechnologyA system of specially-selected direct dyes are designed to fade on tone. Creates extraordinary intensity by sitting both on the outer and inner levels of the cuticle layer.Shine & Care TechnologyGives outstanding color shine, brilliance and hair that is healthy-looking (Glow Effect).