La Riche Directions Plum is a semi-permanent hair dye in a deep plum purple with a red undertone. A warm purple that also gives darker hair a beautiful glow. You don't need a developer: the cream can be applied directly from the pot to your hair. It contains no ammonia or peroxide, so your hair is not opened up like with permanent dye.

The colour attaches to the outside of your hair and gradually washes out again in four to six weeks, depending on how often you wash it. This allows you to try Plum without being stuck with it for months. The 100 ml pot is resealable, so you can store any leftovers for next time.

Key features

• Plum shade: a deep plum purple with a red undertone
• No developer needed
• No ammonia or peroxide
• Remains visible for four to six weeks
• Nourishing cream base, your hair feels soft afterwards
• Can be mixed with other Directions colours
• Vegan and not tested on animals
• Resealable 100 ml pot

What hair does it work on

The colour is most pronounced on light blonde or bleached hair. Because it is a dark shade, you will also see a beautiful shine of colour on dark blonde or light brown hair. On very dark hair, it remains a subtle glow. If you want the colour on darker hair, you must bleach it first.

How to use

1. Wash your hair with shampoo without conditioner and towel-dry it.
2. Apply Vaseline to your hairline, ears and neck so that the colour does not stain your skin.
3. Put on gloves and distribute the cream evenly from roots to ends. A dye brush helps with application.
4. Leave on for 15 to 30 minutes. Leaving it on longer gives a more intense colour.
5. Rinse out with cold water until the water is clear. Do not use shampoo afterwards.
6. Dry and style your hair as usual.

Do not mix Directions with peroxide. Always do a strand test on a lock of hair first, then you will know exactly what colour you get.

Keep the colour beautiful for longer

Darker shades usually last a bit longer. Wash with lukewarm to cool water and a mild shampoo, then the colour will stay beautiful. You can touch it up whenever you like, because there is no peroxide in it.

Mixing with other colours

All Directions colours can be mixed together. Mix Plum with Dark Tulip for a redder burgundy, or with Deep Purple for a darker purple. If you want a lighter, pastel version of Plum, mix a little through a white conditioner.

Specifications

• Brand: La Riche
• Type: semi-permanent hair dye
• Shade: Plum
• Suitable for: light blonde to dark blonde hair
• Processing time: 15 to 30 minutes
• Colour longevity: four to six weeks
• Contents: 100 ml

Ingredients

The full list of ingredients is on the pot. If you have any doubts about an allergy, always check the packaging first.

Disclaimer

Ingredients, composition, packaging and directions for use may change at any time. Always consult the packaging for the most up-to-date product information.