L'Oreal Excellence HiColor Permanent Hair Colour is the first permanent hair colour specifically created for dark hair (black to medium brown). Specifically developed to lift dark hair in one single step, without brassiness. This breakthrough technology lifts hair 3-4 levels. A strong lifting and toning action neutralises unwanted orange tones, then deposits the shade of your choice. L'Oreal Excellence HiColor Permanent Hair Colour's rich, smooth creme formula conditions and penetrates hair for intense, long-lasting colour. True-to-shade colour resists fading and has a quick processing time of only thirty minutes. No pre-lightening required. The end result is intense, long-lasting colour.