L'Oreal Excell 10 is a permanent hair colour that provides rich colour in 10 minutes and stronger feeling hair ( Used with conditioning balm. Strength measured as resistance to brushing). L'Oreal Excell 10 also provides 100% long-lasting grey coverage (Excludes shade 10). The formula has an optimised pH and fights free radicals with Ionène G. Hair is better protected, conditioned and feels super soft. L'Oreal Excell 10 also has a patented Easy Colour Comb for precise and even application from root to tip.