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Vidal Sassoon Pro Series is a permanent at-home hair color kit that is ammonia-free and sulfate-free. It aims for full gray coverage and rich, lasting color, with a conditioning formula meant to leave hair soft rather than stripped. It suits people who want salon-style gray coverage at home and prefer a gentler formula than classic ammonia dyes. Against drugstore rivals, its main draws are the ammonia-free formula and the Pro Series conditioning step; reviewers say the color holds well, though some find the shade result slightly different from the box picture.
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Lowest price we've seen: $30.95 on Nov 10 at fruugo.com. Tracked across 1 store since Nov 10.
Owners rate it highly, with most praising the gray coverage and how soft hair feels after coloring. A recurring complaint is that the finished shade can differ a little from the swatch on the box.