Cinnaberry. Less damaging. Clinically proven. With aloe & vitamin. 10 min. Ammonia-free. Proven healthier-looking (vs untreated), radiant color. Blends away grays. Lasts 28 shampoos. Healthier-looking, radiant color. Natural Instincts with ammonia free formula, gives you healthier-looking (vs untreated), radiant color and blends away gray in 10 minutes. Color lasts up to 6 weeks. System with Aloe & Vitamin: Our demi-permanent Natural Instincts system with aloe and vitamin and an antioxidant-rich colorant. It's proven less damaging (Natural Instincts Level 2 non-permanent vs leading Triple Protection level 3 permanent creme color: based on amount of surface damage). See radiant color, and feel touchable softness after coloring. Revitalize Your Color: Only Natural Instincts includes a ColorFresh Revitalizer to revitalize your color after 2 weeks. On day 1, our Natural Instincts system, with aloe and vitamin and an antioxidant-rich colorant, gives outstanding damage protection and helps prevent hair dryness while coloring. 2 weeks later, revitalize your color with ColorFresh Revitalizer, a conditioning creme that adds color pigments back to your hair in just 5 minutes. Try Pantene Color Preserve products, for your color-treated hair. Visit clairol.com. Professional Advice from the Clairol Experts: If you are not sure which shade to choose start with a lighter shade. Made in Mexico.