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It matters more than an ingredient list suggests, because the complaint about permanent colour is rarely the colour, it is the texture afterwards.\u003c\/p\u003e\u003cp\u003eColour holds through repeated washing and greys go to 100% rather than blending. 100ml per tube.\u003c\/p\u003e\u003cp\u003eFor anyone stepping up from box colour, the difference is control rather than strength. 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