How to apply Directions

Please ensure you have performed your Strand and Skin Sensitivity tests beforehand.

Simply follow these 5 easy steps.

Pop on something old incase you get messy.

  • Shampoo the hair with a PH balanced shampoo (*Cough cough* - ours is great).

Without boring you with the science, these shampoos help the hair achieve the best acid balance - which in turns helps Directions develop as well as it can.

  • Apply Directions with the aid of a tint brush.
  • Comb Directions into the hair until it becomes frothy,
    ensuring the hair you are wanting to colour is entirely
  • Your strand test results will determine your personal development time, but on average we advise to leave Directions to develop for 15-30 minutes.

A plastic hair or shower cap will help retain some heat, helping the development.

  • Thoroughly rinse Directions out of the hair with warm water.

Ideally, do your rinsing away from the face and body (not in the shower) - multi coloured skin was so last year.

  • Dry and style as usual and then of course take a picture and upload it to one of our competitions:

Skin Sensitivity Patch Test

It's important to carry out a Skin Sensitivity Patch Test prior to applying Directions on the hair. Although we pride our brand on its lack of hair damaging nasties, it's still better to be safe than sorry.

  • Choose a test area. Somewhere discreet is popular, like the inner elbow or behind the ear.
  • Wash the area and pat dry with a clean towel.
  • With a cotton bud, dab a small amount of your chosen hair colour onto the skin, smooth out (to around a 5 pence piece size) and allow to dry.
  • Wash the area and pat dry with a clean towel.


If in this time you experience any signs of irritation, swelling, redness, itching or feeling unwell - do not continue to use this product.

Development strand test

After you have successfully completed your sensitivity test, we strongly advise you to also perform a development strand test before applying Directions.

It's important to carry out a Skin Sensitivity Patch Test prior to applying Directions on the hair. Although we pride our brand on its lack of hair damaging nasties, it's still better to be safe than sorry.

This test will help you to determine if the development achieved is satisfactory and also what your individual development time is.

Simply follow the steps of a real application
on a small hidden section of hair.

  • Wash and rinse the section with a PH balanced shampoo & towel dry.
  • Cover the strands in your chosen Directions colour (a teaspoon amount should do it).
    Development usually happens within 15-30 minutes, but we'd advise you to use a timing device to keep checking at what time you're personally happy with the development and make a note of it.
  • Rinse and dry as usual.
  • If your strand test is successful and you're happy with the colour achieved then you're good to go ahead with the full application. (as shown in video).
  • Wear protective gloves when applying and washing out Directions.
  • Apply petroleum jelly or baby oil around the hair line and ears to avoid staining of the skin.


  • Do NOT mix Directions in with peroxide.
  • Do NOT dye eyelashes or eyebrows.
  • If product comes in contact with the eyes, rinse immediately with clean water.
  • Sometimes newly coloured hair can bleed when wet, so ensure hair is completely dry before sleeping or wearing light coloured clothing. (It may be safer to use old towels and bedding after application).
  • Colours can sometimes stain certain surfaces & materials - Please use with care.
  • Directions does NOT have a specific longevity on the hair.
  • Shades may vary at the manufacturers discretion.

Helpful Tips

  • If you're applying multiple colours then the hair needs to be washed and dried separately. (Please take extra care during application if you are only partially colouring, to avoid staining the surrounding hair)
  • To achieve lighter shades than your current colour we recommend you to seek professional advice.
  • To achieve your own unique pastel shades, you can dilute your chosen Directions colour with our White Toner.
  • To get the most out of your colour we'd advise you to use a Colour Protecting Shampoo & Conditioner (we hate to do this again, but we do a great one that compliments Directions).
  • Directions
  • Try and avoid shampoos with conditioner in.

Want Out

Please remember that Directions is a semi-permanent hair colour and not a wash in wash out.

Due to their nature, please be aware that the colour may not always completely wash or fade out back to your original shade. Depending on the colour used and the porosity of your hair, a faded hue of the colour can sometimes remain until recovered.

Help speed up the fade with these useful tricks:

  • Wash the hair more often than usual.
  • Apply conditioner to the hair (any old one will do), comb through, leave for 30 minutes and then rinse. (Conditioner can help to lift the colour off the hair and because its only conditioner, you can do it as many times as you like).
  • Shampoo with anti-dandruff and Clarifying shampoos.
  • When washing, rinse with hot water (but not so hot you burn yourself).
  • Go to your salon. They should be able to assist most colour removals with their expertise.

We don't like to recommend bleaching hair more than once but if at your discretion you decide to do so, then please seek professional advice.