Loreal DIA RICHESSE 7 50ML V511

I use this beautiful, rich very dark brown as a demi-permanent, although I am told it can be a permanent tint, depending on the strength of the developer one mixes with it.I am not a hairdresser, but on the advice of my colourist, I use 9% developer with this and the staying power is around 24 washes, although I find that my hair holds any dark hair dye quite well and so this results in a virtually permanent dye without any damage to my locks.My natural colour is a light chestnut brown, but after using this, my hair becomes very dark indeed. Although No3 is a dark brown, the result on my hair is the closest you can get to black without the blue tinge. In fact, as it fades, I’ve found strands of burgundy under sunlight. I love it.The most glorious thing about colouring your hair with this, is the shine. I have used many different brands over the last 15 years and none have produced the extraordinary shine that this one does. In fact, I have become so used to having my hair in this amazing condition that after a brief encounter with a Magenta red (also Loreal), I reverted back to No3. That’s not to say that the Magenta isn’t a beautiful colour as well, it’s a stunning red, but for me personally, it doesn’t result in that mirror-shine we all long for as our crowning glory!The consistency of this product is between a cream and a liquid; 1 part hair colour mixed with 1.5 developer or 1x 50ml tube hair colour to 75ml of developer.I have mentioned the instructed ratio mix to point out to everyone that once applied, the mixed consistency allows you to pile your hair on top of your head with a clip whilst waiting for the colour to take (between 15-35mins). So, there’s no need to wrap a towel around your head to prevent the colour from running down your face, neck, ears etc. Or worse, gradually come to the boil under a barely elasticated plastic shower cap, thus creating those rivulets of colour tinted perspiration now pouring down your face, neck, ears etc. (I’m writing this on a very hot and humid Summer day!). Just don’t accidentally brush past your pristine whitewashed walls or forget and lie back on the sofa or you could find yourself redecorating as well!!I am obviously speaking from experience lol.All humour aside, I love this product and I have been using it for nearly 10 years; my hair is still as soft and shiny as it was the first time I tried it, even with a short period of lightening to be a redhead for a few months. This is the magic of Loreal’s hair colour range, they’re vivid colours that don’t wreck the condition of your hair.And finally, my hair is waist-length so I always buy two tubes of colour, but usually only use 1 and ½.I will reiterate that I am NOT a hairdresser, but I often colour my own hair when my colourist is too busy to fit me in. Any directions that I have mentioned here are for the purpose of this review, to show why I love this product and the reasons it earns 5 stars for me personally.

Great value for money lovely rich colour

Good

Good product

Love this product

Love this product

GOOD PRODUCT AND NO NASTY AMONIA

I used this to tone down my grown out blonde balayage as my darker brown roots were on show.Initially looked like a light neutral brown but has washed out to a nice neutral dark/mid blonde shade. It's probably been about six weeks and my hair has still got a fair bit of the colour left in it and has stayed quite neutral, so would definitely say it's long lasting.