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Description
Directions Semi Permanent Hair Color keeps going around 4-8 washes
Product Overview
Directions Plum is a rich, deep purple shade that gives hair a bold, sophisticated look. This semi-permanent hair colour delivers intense pigmentation while conditioning the hair, leaving it soft, shiny, and manageable. The colour gradually fades over washes, allowing flexibility to refresh or change your style without long-term commitment. Perfect for those seeking a dramatic yet elegant purple tone.
Key Features & Benefits
- Rich Plum Shade: Provides a deep, luxurious purple tone for a striking appearance.
- Semi-Permanent & Flexible: Fades gradually, making it easy to refresh or change colour.
- Conditioning Formula: Maintains hair softness, smoothness, and shine.
- Vegan & Cruelty-Free: Free from animal-derived ingredients and testing.
- Mixable: Can be blended with other Directions shades for custom purples or darker tones.
- No Harsh Chemicals: Free from peroxide and ammonia, gentle on hair.
Specifications
- Type: Semi-permanent hair dye
- Shade: Plum
- Volume: 100 ml tub
- Finish: Deep, glossy purple
- Formula: Conditioning, vegan, cruelty-free, peroxide- and ammonia-free
- Best Base for True Colour: Pre-lightened or light-medium hair for maximum vibrancy
- Longevity: Semi-permanent — fades gradually depending on hair care and washing frequency
Suitable Hair Types & Recommended Use
Best suited for:
- Pre-lightened or lighter hair for the clearest plum effect
- Medium to dark hair for subtle deep purple undertones
- Textured or previously coloured hair, which absorbs pigment well
Recommended alongside:
- Mild shampoo before dyeing
- Barrier cream to protect skin from staining
- Gloves and protective cloth/towels
- Sulfate-free, colour-safe shampoo and conditioner
- Weekly deep-conditioning treatments to maintain hair health and shine
Why Choose Plum?
- Delivers a deep, luxurious purple suitable for dramatic or sophisticated hairstyles.
- Conditioning formula keeps hair soft, smooth, and glossy.
- Semi-permanent nature allows easy refresh or colour changes.
- Vegan and cruelty-free, making it an ethical choice.
- Offers versatility — ideal for mixing with other shades or creating custom dark purple tones.
How To Use
Step 1: Preparation
- Gather supplies: You will need the Directions hair colour jar, gloves, an applicator brush (or bowl), a wide-tooth comb, towel, and a plastic cap.
- Protect your clothing and skin: Wear an old t-shirt or cape and apply a thin layer of petroleum jelly or barrier cream around your hairline, ears, and neck to prevent staining.
- Perform a patch test: At least 48 hours before application, apply a small amount of colour to a patch of skin to check for any allergic reaction.
Step 2: Hair Prep
- Wash hair: Clean hair with a gentle shampoo to remove dirt, oil, and product buildup. Avoid conditioner if you want maximum colour adhesion.
- Dry or towel-dry: Hair should be damp or dry. Directions colours can be applied to both, but damp hair allows more even coverage.
Step 3: Application
- Put on gloves to protect your hands from staining.
- Shake the jar well to ensure pigment is evenly distributed.
- Section hair: Divide hair into 4–6 sections using clips for easy and even application.
- Apply colour: Using an applicator brush or your gloved hands, start at the roots and work down to the tips. Make sure every strand is fully saturated for uniform colour.
- Comb through: Use a wide-tooth comb to evenly distribute the colour and eliminate any clumps.
Step 4: Processing
- Cover hair: Put on a plastic cap to prevent staining surfaces and help retain warmth, which can enhance colour vibrancy.
- Processing time: Leave the colour on for 15–30 minutes.
- For a subtle tint, 15 minutes is sufficient.
- For a more intense, vivid green, leave up to 30 minutes.
- For pre-lightened or blonde hair, the colour may appear more vibrant.
- Optional: For extra intensity, gently apply heat with a hairdryer (low-medium setting) over the cap.
Step 5: Rinsing
- Rinse with cool water: Do not use hot water as it can fade the colour faster.
- Rinse until water runs clear: Gently massage hair while rinsing. Do not use shampoo immediately unless necessary.
- Condition: Apply a light conditioner or Directions’ aftercare conditioner to seal in colour and maintain softness.
Step 6: Drying & Styling
- Towel-dry gently: Avoid rubbing, which can cause uneven fading.
- Air-dry or blow-dry carefully: If using heat styling tools, use a heat protectant to prevent damage.
- Style as desired.
Step 7: Aftercare & Maintenance
- Wash hair 2–3 times per week with sulfate-free, colour-safe shampoo to maintain vibrancy.
- Use cool water for washing and rinsing.
- Apply deep conditioning masks weekly to keep hair soft and shiny.
- Limit excessive heat styling and sun exposure to prevent premature fading.
- For touch-ups, reapply every 4–6 weeks depending on fading.
Ingredients
Aquacetearyl alcoholdistearoylethyl hydroxyethylmoniummethsulfate (and) cetearyl alcoholcetearth-20butlene glycolglceryl stearatecitric acidmethylparaben. May contain basic brown 17basic brown 16basic red 76basic yellow 57acid violet 43basic green 4basic red 46basic orange 2basic violet 4basic violet 14basic blue 7basic blue 9basic violet 2h.c. yellow 4h.c. yellow 2h.c. orange 1h.c. red 1h.c. red 3acid red 87acid green 88
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