Packaging may appear different due to manufacturer.What it is: L Oreal Pro DIA Richesse is a rich demi-permanent crème hair dye that is formulated with advanced alkaline technology to create deep rich tones and extraordinary softness. It is a tone-on-tone ammonia-free hair color that is ideal for blending away your first gray hairs leaving you with a natural-looking color. It also provides up to 70% coverage of white hair. The result is a bright and rootless effect.What it does: L Oreal Pro DIA Richesse creates intense rich reflective tones provides up to 70% white hair coverage lifts up to 1.5 levels and leaves incredible shine and softness.What else you need to know: This is an ammonia-free professional creme hair color formula for precise application and care for your hair. Pro Dia Richesse by L Oreal crème hair dye lasts up to 4 weeks.