Chapter 4 137 Formula 2 Tint (Cont.) Ingredient Wt. % Function p-phenylene diamine 0.150 Primary p-amino phenol 0.050 Primary Resorcinol 0.300 Coupler m-amino phenol 0.300 Coupler Water To 100% Formula 2 Developer Ingredient Wt. % Function Hydrogen peroxide (35% active) 17.140 Oxidant Aculyn 22 polymer 12.000 Thickener EDTA 0.040 Chelant Water To 100% Demi-permanent Level 2 Products Demi-permanent Level 2 products are designed for consumers who are either looking to cover low levels of gray or to enhance natural color but who also want a similar longevity to Level 3 permanent products. Often these products are the category entry points for consumers who want to try hair color but don’t want to achieve big color shifts. The product components and mechanisms of action are very similar to the Level 3 permanent products but designed to do only very low lightening of the melanin. Consequently only lower color transformations are delivered. They also generally produce less damage and are therefore often positioned in the market as products that are gentle and mild. The consumer still receives two bottles, one containing the hydrogen peroxide oxidant and one containing the dye precursors and the alkalizer. However, the hydrogen peroxide levels are typically lower than a Level 3 product—2% in the final mix vs. 3–6%. The alkalizer is typically not ammonia but monoethanolamine, which gives the products an improved odor profile. In some cases the final mixed pH may also be lower (~ pH 9.2–9.8), and the application time shorter (15–20 minutes vs. 25–40 minutes).