Prisma is a permanent color without ammonia develpoed by VIVITONE, with a unique and superior formula containing Keratin and Wheat Germ Oil, Designed to leave hair soft, silky and perfectly conditioned. Prisma acts delicately and without the aggressiveness of ammonia, while protecting and strengthening the hair with its unique blend of Keratin and Wheat Germ Oil. Keratin is a protein that easily penetrates the cuticle layers and the cortex of the hair, fortifiying it and maintaining strong compact cuticles to avoid pigment loss. Wheat Germ Oil helps protect the surface and increase the hair fiber's smoothness and shine. With no more strong ammonia smell, Prisma Permanent Color without Ammonia is a gentle and environmentally safe for your hair. This long lasting color offers 100% gray coverage and also gives you uniform consistent color that meets your demands. All these qualitites are available in a 2.09 oz. tube. Benefits: Ammonia Free. Permanent Color (2 to 3 levels lift). Long Lasting. Conditioning Shine, and Body. 100% Gray Coverage. Easy to Use. Mixing 2 to 1 Ratio. Benefits of Key Ingredients: Monoethanolamine is an odorless, non-aggressive alkaline. Gentle, opens the cuticleallowing the pigments to penetrate the hair and accelerate the oxidation process. Keratin protein is a unique hair protein that protects and rebuilds the capillary fiber (cortex). Keratin fortifies the cuticle layers to retain strength and compactness, avoiding pigment loss. Wheat Germ Oil is a hydrating agent that restores the protective moisture barrier that contributes to maintenance of the hair fiber.