<p style="margin-left:0px;"><strong>TECHNOLOGY</strong><br>The <strong>Pure Balance Technology</strong> is designed to minimize the formation of free radicals during the color formation by deactivating impurities like metals present in hair. Free radicals interfere with the color formation during the color development and are a key cause to hair damage. With Pure Balance Technology, the result is even pure color results with natural depth and shine and significantly less hair damage, color after color.**</p><p style="margin-left:0px;">Meanwhile, the <strong>ME+ technology</strong> is a scientific breakthrough designed to replace extreme sensitizers, PPD and PTD, reducing the risk of developing a new allergy to hair color*. First patented in the 19th century, PPD and PTD had been the leading ingredients in permanent hair color for over 130 years.</p><p style="margin-left:0px;"><strong>BENEFITS</strong></p><ol><li><strong>Color - </strong>Pure, balanced color results with natural depth and shine.</li><li><strong>Condition - </strong>Significantly less hair damage color after color.</li><li><strong>Ingredient-conscious</strong></li></ol><ul><li>Free of PPD and PTD.</li><li>Long lasting, durable permanent color.</li><li>Hydration and nourishment.</li><li>Boosted softness and shine.</li></ul><p style="margin-left:0px;"><i>*For people not allergic to hair colorants.</i><br><i>Although the risk of developing new allergy is reduced, there remains a risk of allergic reaction that can be severe. Always ask your stylist to perform an Allergy Alert Test 48h before each coloration. Strictly follow safety instructions. ME+ is present in specific shades of Pure Naturals, Rich Naturals, Vibrant Reds, Special Blondes and Deep Browns of the Koleston Perfect brand.</i></p><p style="margin-left:0px;"><i>** Versus previous Koleston Perfect. Valid for Koleston Perfect with Pure Balance Technology.</i><br><i>*** Does not apply for Koleston Perfect Special Blonde.</i></p>
