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Apivita's My Color Elixir permanent hair color has been specially designed to focus on safety, naturalness and a professional color result with respect to the natural balance of the scalp. With Color Magnet, an innovative system which stabilizes and seals the color into the hair structure. Contains 3 precious oils & hyaluronic acid, resulting in a rich and radiant result that lasts! Gives full coverage of white hair and impressively bright color of long duration. It has a pleasant aroma and composition that respects the scalp with a creamy texture that does not run, for easy application.