Keratin color uses Unique Collagen Care Complex and Skin Flattering Pigments to deliver intense hair dye color and fuller looking hair in just 30 minutes! Keratin Coloration acts as a treatment to help repair highly processed, damaged hair with up to 80% less hair breakage*. 20 intensive hair dye colors deliver 100% gray coverage with a low-odor coloring experience thanks to the Ammonia Control Technology.