---
product_id: 49009275
title: "Plum Semi-Permanent Hair Colour - 88ml Tub"
brand: "directions"
price: "VT4837"
currency: VUV
in_stock: true
reviews_count: 9
category: "Directions"
url: https://www.desertcart.vu/products/49009275-plum-semi-permanent-hair-colour-88ml-tub
store_origin: VU
region: Vanuatu
---

# Lasts up to 4-5 weeks Mix & customize vibrant shades 88ml nourishing cream formula Plum Semi-Permanent Hair Colour - 88ml Tub

**Brand:** directions
**Price:** VT4837
**Availability:** ✅ In Stock

## Summary

> 💜 Dare to Plum: Bold colour, zero commitment, all confidence.

## Quick Answers

- **What is this?** Plum Semi-Permanent Hair Colour - 88ml Tub by directions
- **How much does it cost?** VT4837 with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.vu](https://www.desertcart.vu/products/49009275-plum-semi-permanent-hair-colour-88ml-tub)

## Best For

- directions enthusiasts

## Why This Product

- Trusted directions brand quality
- Free international shipping included
- Worldwide delivery with tracking
- 15-day hassle-free returns

## Key Features

- • **Customizable Shades:** Mix with other Directions colours to create your unique signature hue.
- • **Ammonia & Peroxide Free:** Gentle formula ideal for chemically treated or sensitive hair.
- • **Condition & Colour in One:** Infused with conditioning agents for soft, healthy-feeling hair post-application.
- • **Vibrant, Long-Lasting Plum:** Stand out with rich, fade-resistant colour that lasts up to 5 weeks.
- • **Effortless At-Home Application:** Creamy texture and easy instructions make salon-quality results achievable solo.

## Overview

Directions Plum Semi-Permanent Hair Colour is an 88ml ammonia- and peroxide-free cream designed for vibrant, long-lasting colour with a conditioning effect. Best applied on chemically treated hair, it offers easy at-home use and the ability to mix shades for personalized results. Trusted for over 30 years, it delivers salon-quality tones that fade gracefully over 4-5 weeks without damaging your hair.

## Description

Product Description Directions semi permanent Plum hair colour can be mixed with each other for the most beautiful colours. It is best applied to chemically treated hair. Long-lasting hair colour. 100 Percent free from ammonia, peroxide and PPD. It has a great conditioning effect. Ingredients Aqua (Pure), Cetearyl Alcohol, Distearoylethyl, Hydroxyethylmonium, Methosulfate (And) Cetearyl Alcohol, Ceteareth-20, Citric Acid, Methylparaben, Hc Yellow 4, Basic Orange 31, Basic Violet 16, Basic Red 51, Ci60730, Basic Blue 99, Hc Blue 15, Ci42520. P.when('A').execute(function(A) { A.on('a:expander:toggle_description:toggle:collapse', function(data) { window.scroll(0, data.expander.$expander[0].offsetTop-100); }); }); Directions Shampoo the hair with a PH balanced Shampoo and towel dry. Apply Directions with the aid of a tint brush evenly. Leave for approximately 15 minutes. Rinse thoroughly and dry. Safety Warning Don't use pale coloured towels, or new towels for that matter. Wear rubber or plastic gloves to stop dye getting on your hands. Don't sleep on pale pillows or bed linen for a few days. Box Contains 1 x La Riche Directions Plum Semi-Permanent Hair Colour 89 ml See more

Review: Really easy way to tone balayage - I’ve got naturally porous, curly mid-brown hair that had balayage bleach a year ago (before going for BRIGHT colours). Since then it’s been badly sun damaged and was a rather brassy bleached out look. I used the pastel pink aiming for a rose gold effect and its perfect. It doesn’t dye all of my hair, just the palest blonde strands, which combines really nicely with my natural golden sun-bleached brown. So easy to apply - I coat mid- lengths to ends, plus the lighter areas around my face, with my hair dry, then comb it through and leave tied back for a couple of hours, then rinse and condition. The pale colour means I don’t need gloves or a protective towel, and there’s no drips or mess. One pot is just the right amount for my mid-back length hair (when straight) starting at around my ears, if I needed to do all of my hair I’d need two pots. The tone lasted well for 2-3 weeks before fading, and was mostly gone after 5 weeks (I only way my hair once a week). My second application after 5 weeks looks stronger as my hair condition has improved (after leaving a warm climate). Love the minimal smell as I’m hypersensitive. I’ve been using directions for close to 25 years now, since my teens, and it’s never disappointed but this is definitely the easiest colour I’ve used. One friend couldn’t believe it wasn’t a salon dye job because it works so well. I’d really recommend it if you’re bored of your balayage and want to soften yellow tones.
Review: Favourite Semi-permanent dye - I dye my hair about every 3 weeks and I've had my hair every colour of the rainbow and I've used multiple hair dye brands (manic panic, schwarzkopf, crazy colour) but I think la riche Directions is probably my favourite. The colours are always really vibrant and true to the shade shown and also its super easy to mix them to create custom colours which I absolutely love doing and also diluting them with white conditioner helps achieve really nice, softer, more pastel colours (The photo is of la riche directions in cerise and violet that i diluted with conditioner on bleached hair) My hair always feels amazing after I've put this in and it smells good too. It tends to last about a week before it begins to fade but it fades fairly slowly for me so lasts about 4-5 weeks before the majority of the colour is gone but its also not super stubborn so if you need to get it out faster then its not a nightmare like manic panic had been for me in the past. I've used it on my natural colour hair (light brown) and bleached hair and the colours are just as nice on unbleached hair but obviously darker and not quite as vibrant. I would definitely recommend

## Features

- Long-lasting semi-permanent hair colour
- Best applied to chemically treated hair
- It has a great conditioning effect
- Directions: 1) Start with a patch test: Directions hair dye has been used by thousands of people for over 30 years with no adverse reactions, but it's still best to always do a patch test. Apply a small amount of dye to a patch of skin and leave it there for 20 minutes to half an hour. If you don't get a reaction then all is well, but if you get any itching, burning, swelling or any other discomfort then wash it off and don't use it. If you're using a colour for the first time, we also suggest that you do a strand test; pick a strand of hair at the back of your head and apply directions hair dye to the last couple of inches, that way if the colour isn't what you wanted you'll know about it before you dye your whole head.2) Now lighten your hair: Although it's possible to get some really nice effects by applying directions hair dye to untreated hair, to get really vibrant colours you'll need to bleach your hair first. We recommend Directions bleach kits as they include everything you'll need, and please, whatever bleach you choose, make sure to follow the instructions.3) Next apply the dye: Your hair needs to be clean and grease free before you start, so wash it with a PH balanced shampoo, but don't condition it as conditioner can stop the dye taking properly. Towel dry your hair and then apply the dye with a tint brush, working the dye along the whole length of each strand. You'll find it easiest to start with the hair on the nape of your neck and to work forward and up, finishing with the very top front strands, it always helps to have a friend help make sure you've got it all on evenly. You can make absolutely sure you get totally even coverage by combing the dye through.4) Then wait: You'll want to leave directions hair dye on for between 15 and 30 minutes to develop, rush it and you might not get as bright a colour, leave it too long and it may come out darker or a different shade. The precise of time you need to wait depends on your hair, in general thick hair takes longer.5) And finally, rinse: Thoroughly rinse your hair with warm, clean water. It's best to do this in the shower, and it's best to hold your head upside down while you do it so that you don't get dye on your face. Once the water is running almost clear you're done.
- Hair type: All Hair Types
- Item display weight: 100.00

## Technical Specifications

| Specification | Value |
|---------------|-------|
| ASIN | B001BFPG70 |
| ASIN  | B001BFPG70 |
| Batteries | 1 A batteries required. |
| Batteries  | 1 A batteries required. |
| Best Sellers Rank | 14,637 in Beauty ( See Top 100 in Beauty ) 118 in Semi-Permanent Hair Colour |
| Brand | Directions |
| Colour | Plum |
| Customer Reviews | 4.1 4.1 out of 5 stars (8,656) |
| Customer reviews | 4.1 4.1 out of 5 stars (8,656) |
| Date First Available | 16 Jun. 2009 |
| Format | Cream |
| Is discontinued by manufacturer  | No |
| Item dimensions L x W x H | 5.5 x 5.5 x 7 centimetres |
| Item model number | 4202 |
| Item model number  | 4202 |
| Item weight | 89 Grams |
| Manufacturer | La Riche |
| Manufacturer  | La Riche |
| Package Weight | 0.14 Kilograms |
| Package dimensions | 7.2 x 5.4 x 5.3 centimetres |
| Product Dimensions | 5.5 x 5.5 x 7 cm; 89 g |
| Product Dimensions  | 5.5 x 5.5 x 7 cm; 89 g |
| Speciality | Semi-permanent |
| Target audience | women |
| Volume | 100 Millilitres |

## Product Details

- **Brand:** Directions
- **Colour:** Plum
- **Hair type:** All
- **Item form:** Cream
- **Material Type Free:** Animal Derived Ingredients Free
- **Material feature:** Ammonia free, Natural
- **Number of items:** 1
- **Package information:** Bottle
- **Product benefits:** Provides excellent conditioning for hair
- **Unit count:** 89.0 millilitre(s)

## Images

![Plum Semi-Permanent Hair Colour - 88ml Tub - Image 1](https://m.media-amazon.com/images/I/719g0u6A1BL.jpg)

## Available Options

This product comes in different **Color, Size** options.

## Questions & Answers

**Q: Do you put it straight on your hair or do you mix it with something?**
A: If you're using this to colour correct, or to try and achieve a pastel effect use conditioner to make the colour less strong. Otherwise, nothing is needed.

**Q: How long does it last?**
A: my pink one lasted over 2 months (faded but the colour stays long)

**Q: Can u put it on wet hair or dry? Please which is better**
A: You'll use less on damp hair but the water may act as a barrier to absorbing the colour, especially if it is naturally porous (like mine) or has undergone chemical processing. It'll just run right out again. Go for dry. You may have to use more but theres a better chance that it will stick.

**Q: Could you please tell me when your stock of Alpine Green hair dye dates from please? They changed the recipe back after July 2014**
A: HiAll Of the stock Held from The Rock Collection is no older than 2 months old. Hope This helps.SamRock Collection

## Customer Reviews

### ⭐⭐⭐⭐⭐ Really easy way to tone balayage
*by A***M on 30 June 2022*

I’ve got naturally porous, curly mid-brown hair that had balayage bleach a year ago (before going for BRIGHT colours). Since then it’s been badly sun damaged and was a rather brassy bleached out look. I used the pastel pink aiming for a rose gold effect and its perfect. It doesn’t dye all of my hair, just the palest blonde strands, which combines really nicely with my natural golden sun-bleached brown. So easy to apply - I coat mid- lengths to ends, plus the lighter areas around my face, with my hair dry, then comb it through and leave tied back for a couple of hours, then rinse and condition. The pale colour means I don’t need gloves or a protective towel, and there’s no drips or mess. One pot is just the right amount for my mid-back length hair (when straight) starting at around my ears, if I needed to do all of my hair I’d need two pots. The tone lasted well for 2-3 weeks before fading, and was mostly gone after 5 weeks (I only way my hair once a week). My second application after 5 weeks looks stronger as my hair condition has improved (after leaving a warm climate). Love the minimal smell as I’m hypersensitive. I’ve been using directions for close to 25 years now, since my teens, and it’s never disappointed but this is definitely the easiest colour I’ve used. One friend couldn’t believe it wasn’t a salon dye job because it works so well. I’d really recommend it if you’re bored of your balayage and want to soften yellow tones.

### ⭐⭐⭐⭐⭐ Favourite Semi-permanent dye
*by F***E on 3 July 2017*

I dye my hair about every 3 weeks and I've had my hair every colour of the rainbow and I've used multiple hair dye brands (manic panic, schwarzkopf, crazy colour) but I think la riche Directions is probably my favourite. The colours are always really vibrant and true to the shade shown and also its super easy to mix them to create custom colours which I absolutely love doing and also diluting them with white conditioner helps achieve really nice, softer, more pastel colours (The photo is of la riche directions in cerise and violet that i diluted with conditioner on bleached hair) My hair always feels amazing after I've put this in and it smells good too. It tends to last about a week before it begins to fade but it fades fairly slowly for me so lasts about 4-5 weeks before the majority of the colour is gone but its also not super stubborn so if you need to get it out faster then its not a nightmare like manic panic had been for me in the past. I've used it on my natural colour hair (light brown) and bleached hair and the colours are just as nice on unbleached hair but obviously darker and not quite as vibrant. I would definitely recommend

### ⭐⭐⭐⭐⭐ Not for the faint hearted..or pink haters!
*by C***T on 5 May 2018*

Oh my word! This has to be the strongest colour in the world,and I am no stranger to the Directions colours.I was aiming for a hint of pink in my hair which is fighting a battle with the bleach.I was trying to be kind and only used 30% vol developer,but it backfired and I got the dreaded yellow roots on much lighter mid to end section,and was bored of playing russian roulette with purple this that and the other to try and even things out,so I went and tinted the rest darker to match and thought,I know,a bit of pink will make a change..... So this dark tulip arrived and I was in love.A proper pink,not a bit of orange in sight (Its a thing I have,blame my brother,I hate orange red) I always mix Directions with a bit (OKI a lot) of conditioner at first,just to get a feel for the colour,this possibly saved my life (Joke...maybe) In a wild reckless moment I dollopped conditioner on my hand,dipped my ring finger almost to the end of the nail (See,daring stuff) and introduced deep tulip to some deep creamy mounds of conditioner.Then everything went very quiet. As my finger escaped there was a deep trail of proper pink.Proper STRONG pink.I rubbed my hands together and OH MY ......(use your imagination,and yes it rhymes with look) my hands turned deep pink.Deep,deep pink. Well I had to did'nt I? I could not waste this amazingly pink goo.I slapped both hands on my head and the pink kind of ran through my fingers,all the way to the ends of my hair.I was not wearing gloves and thats when I saw my hands and panicked,they too where the deepest pink....so what the heck was on my near white recently bleached hair??You have never seen me get the shower blasting so fast before. So now,about a week later,the palms of my hands had an entertaing day or so,but nothing big,my hair on the other hand..WOW.

## Frequently Bought Together

- DIRECTIONS Plum Semi-Permanent Hair Colour - 88ml Tub
- DIRECTIONS Flamingo Pink Semi-Permanent Hair Colour - 88ml Tub
- Jerome Russell Bblonde Cream Peroxide, 40 Volume, 12% Peroxide, Lifts 8-9 Levels, 75ml

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*Product available on Desertcart Vanuatu*
*Store origin: VU*
*Last updated: 2026-02-12*