{"product_id":"directions-semi-permanent-hair-colour","title":"Directions Semi Permanent Hair Colour","description":"\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eProduct Overview\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eWisteria \u003c\/strong\u003eis a semi‑permanent hair dye that produces a soft, bright-toned purple — a delicate, pastel violet shade.\u003c\/li\u003e\n\u003cli\u003eIt comes in a 100 ml tub.\u003c\/li\u003e\n\u003cli\u003eThe formula is free from peroxide and ammonia, making it gentler than permanent dyes.\u003c\/li\u003e\n\u003cli\u003eThe dye includes conditioning agents, helping keep hair soft, smooth, and manageable after colouring.\u003c\/li\u003e\n\u003cli\u003eThe product is vegan and cruelty‑free.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eKey Features \u0026amp; Benefits\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSoft Pastel Purple Shade — \u003c\/strong\u003eWisteria gives a light, gentle purple tone, ideal for subtle, dreamy looks or pastel hairstyles.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSemi-Permanent \u0026amp; Gentle — \u003c\/strong\u003eNo peroxide or ammonia, making it less damaging and suitable for frequent colour changes.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConditioning Effect — \u003c\/strong\u003eConditions hair while colouring, maintaining softness and shine.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMixable with Other Shades — \u003c\/strong\u003eCan blend with other Directions colours to create custom pastels or unique purple-based tones.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVegan \u0026amp; Cruelty-Free — \u003c\/strong\u003eSuitable for those who prefer ethical beauty products.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEasy to Apply at Home — \u003c\/strong\u003eDirect-deposit semi-permanent dye, simple to use without developers or bleach.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSpecifications\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cfigure class=\"table\"\u003e\u003ctable\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAttribute\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003cth style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eDetails\u003c\/strong\u003e\u003c\/span\u003e\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eProduct Type\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eSemi-permanent hair dye\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eShade\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eWisteria (light \/ pastel purple)\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVolume\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e100 ml pot\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eFormula\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eDirect-deposit, no peroxide or ammonia\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eConditioning\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eVegan \/ Cruelty-Free\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eRecommended Base\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eLight, pre‑lightened or pale hair for truest pastel result\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eMixable\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eYes — blends with other shades for custom colours\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eTypical Longevity\u003c\/strong\u003e\u003c\/span\u003e\u003c\/td\u003e\n\u003ctd style=\"padding:.75pt;\"\u003e\u003cspan style=\"color:black;\"\u003eModerate — fades over time depending on hair care and washing frequency\u003c\/span\u003e\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\u003c\/figure\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eSuitable Hair Types \u0026amp; What to Use With It\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eBest for:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBleached or pre‑lightened hair — \u003c\/strong\u003epastel purple comes out most clearly on very light or pale hair.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVery light blonde or pale hair bases — \u003c\/strong\u003eeasier to achieve a vivid\/pastel purple without heavy base contrast.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eLess effective on:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\u003cli\u003e\n\u003cstrong\u003eDark hair — \u003c\/strong\u003ebeing a deposit-only dye, it may result in a subtle tint rather than a noticeable purple.\u003c\/li\u003e\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eRecommended to use together with:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eSulphate-free, colour-safe shampoo and conditioner to help preserve the pastel tone.\u003c\/li\u003e\n\u003cli\u003eA tint brush and bowl (or gloves) for even application.\u003c\/li\u003e\n\u003cli\u003eOld towels\/clothes — semi‑permanent dyes can stain fabrics.\u003c\/li\u003e\n\u003cli\u003eConditioner or hair mask — especially if hair was previously lightened or bleached — to maintain softness and hair health.\u003c\/li\u003e\n\u003cli\u003eOptional: mixing Wisteria with conditioner or another lighter shade to create soft pastel purple or lavender tones.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eWhy Choose Wisteria?\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDelivers a delicate, pastel purple — perfect for subtle, dreamy, or soft violet looks.\u003c\/li\u003e\n\u003cli\u003eGentle, semi‑permanent formula is more forgiving on hair and suitable for frequent changes.\u003c\/li\u003e\n\u003cli\u003eConditioning properties help preserve softness and shine even after dyeing.\u003c\/li\u003e\n\u003cli\u003eMixable nature allows creative experimentation and custom pastel shades.\u003c\/li\u003e\n\u003cli\u003eVegan and cruelty-free, supporting ethical beauty practices.\u003c\/li\u003e\n\u003cli\u003eVersatile for full-head colour, streaks, panels, or blended styles.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003cspan style=\"color:black;\"\u003e\u003cstrong\u003eAftercare \u0026amp; Colour Maintenance Tips\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eWash with cool or lukewarm water — hot water fades pastel and semi-permanent colours faster.\u003c\/li\u003e\n\u003cli\u003eUse colour-safe, sulphate-free shampoo and conditioner.\u003c\/li\u003e\n\u003cli\u003eWash hair 2–3 times per week instead of daily to prolong the shade.\u003c\/li\u003e\n\u003cli\u003eDeep-condition frequently, especially if hair was previously bleached.\u003c\/li\u003e\n\u003cli\u003eAvoid excessive heat styling, or always use a heat protectant.\u003c\/li\u003e\n\u003cli\u003eProtect hair from sun\/UV exposure — prolonged sun can fade pastel tones.\u003c\/li\u003e\n\u003cli\u003eTo refresh or soften colour, mix a bit of Wisteria with conditioner and apply as a gentle colour-deposit treatment.\u003c\/li\u003e\n\u003cli\u003eAvoid harsh or clarifying shampoos unless intentionally fading or removing the colour.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Directions","offers":[{"title":"Dark Tulip \/ 2","offer_id":53726476894546,"sku":"DIRC01P2","price":6.95,"currency_code":"GBP","in_stock":true},{"title":"Alpine Green \/ 1","offer_id":53726476927314,"sku":"DIRC16","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Alpine Green \/ 2","offer_id":53726476960082,"sku":"DIRC16P2","price":6.95,"currency_code":"GBP","in_stock":true},{"title":"Alpine Green \/ 4","offer_id":53726476992850,"sku":"DIRC16P4","price":13.25,"currency_code":"GBP","in_stock":true},{"title":"Antique Mauve \/ 1","offer_id":53726477025618,"sku":"DIRC39","price":3.75,"currency_code":"GBP","in_stock":true},{"title":"Antique Mauve \/ 2","offer_id":53726477058386,"sku":"DIRC39P2","price":6.95,"currency_code":"GBP","in_stock":true},{"title":"Antique Mauve \/ 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