Does not contain Hydrogen peroxide so no harmful bleaching agent, Only hair Color with a nice fragrance, Build-in Hair Conditioner, Does not contain Ammonia- so no embarrassing smell or irritation, Does not require pre-shampoo before use - Convenient easy to use even on oily hair, Longer lasting Remains for 25-30 days or more, Fragrant, Does not leave you hair reddish/discolored if discontinued, Non- Staining, Easy to use, Economical, Leaves your hair Glossy, Beautiful and full of bounce, 100% Japanese raw material used. no harm to hair nature After color, luster of hair gets natural, beautiful and fadeless