Product copy: Color-obsessed clients can now change their custom color quickly and easily while leaving locks gleaming with healthy condition! In 30 minutes or less, this brilliant K-PAK® Keratin-enriched formula lifts direct dyes, leaving hair joifully ready for its next color transformation. o Easy, one-step direct dye removal in 30 minutes or less o Creamy, drip-free formula is a breeze to apply and stays put through processing o Cuticle-nourishing K-PAK® proteins help condition and protect hair during lifting for healthier-looking post-service results* * Follow with the K-PAK Color Therapy regimen