New & improved. Color care formula. 100% gray coverage. Same great shade! Natural looking. Conditioners built into every step. Blend of tones & highlights. Conditioners in every step. Soft, shiny hair. Allergy gentle (Presenting Me, a revolutionary hair dye molecule that better protects people without hair dye allergy by reducing the chance of developing one). Fresh floral scent. Non-drip permanent color creme. Colors That Cares for Your Hair: Our breakthrough Color Care permanent creme has conditioners built into every step. It gives you 100% gray coverage with real natural looking tones & highlights while being kind to your hair. What's better? It's Nice'n Easy. Brilliant natural looking color is kind on your hair without compromising on color result. Real, natural looking luminous color and 100% gray coverage. MyShade: Check out this color on you. Download MyShade. On gray hair, color appears lighter than non-gray for a highlighted effect. Care Color: Conditioners built into every step. Natural looking, soft, shiny hair. Nice & Easy to Use: Creamy and non-drip formula stays where it should-in your hair. Now with a flesh floral scent it's our nicest & easiest way to color your hair at home. Questions? Call the Expert Color Consultants at 1-800-Clairol (252-4765) or visit our website at www.Clairol.com. Made in Mexico.