Loreal DIA Color 7.23

L'Oréal Professionnel Dia Color 7.23 is an alkaline demi-permanent cream hair colour made for salon professionals. Shade 7.23 is a level 7 blonde with iridescent and golden reflects, giving clients a soft iridescent golden blonde tone. The brand positions Dia Color as the upgraded successor to Dia Richesse.

• Ammonia-free formula that suits colour refresh and shine services.
• Grey blending: covers up to 70% of grey hair, as stated by the brand, so it works well for clients with first greys.
• Melanin Gap Filler technology: the brand says it places colour inside the hair fibre where melanin is missing.
• Glossy, natural-looking finish that the brand says lasts up to 6 weeks.
• Flexible mixing: shades can be mixed with each other and with Dia Richesse.
• Supplied in a 60 ml tube.

How to use: For professional use only. Mix with Dia developer at a 1:1.5 ratio, apply, leave for 20 minutes and rinse. Always do a skin allergy test first and follow the maker's instructions.