New & improved. Color care formula. 100% gray coverage. Same great shade! Natural looking. Conditioners built into every step. Blend of tones & highlights. Conditioners in every step. Soft, shiny hair. Allergy gentle (Presenting Me, a revolutionary hair dye molecule that better protects people without hair dye allergy by reducing the chance of developing one). Fresh floral scent. Non-drip permanent color creme.