New Excellence, the leading protection hair colour** has been transformed. Experience Triple-Care Crème Colour: an advanced technology, enriched with 3 ingredients:Pro-keratin - Excellence Crème Revitalises colour. Hair feels Stronger.Ceramide - Enriched with Ceramide, a replica of hair's natural cement, leaves the hair looking Smoother and feeling Protected.Collagen - Known for its Firming properties Collagen-infused Excellence Crème leaves hair feeling Replenished.The result:Stronger feeling hair, 85% less breakage from brushing*.Hair feels silky soft.Rich long-lasting colour.100% grey coverageBecause you deserve excellence*Instrumental test - natural hair coloured with Excellence vs. natural hair after shampoo.**AC Nielsen value sales Jan - Dec 2010.