Schwarzkopf Professional Igora PERSONALITY Coloration Hair Color (7-89) Medium Red Violet Blonde Semi-Permanent ammonia-free semi-permanent hair color. This line has 41 brilliant shades for an infinite number of hair color variations and a Clear tone for more versatility and shade intensity control. Igora Personality will not leave a line of demarcation and works great with tone-on-tone applications and white blending. Igora Personality contains amino acids for strong and healthy hair and gentle 6.8 pH adds shine and optimal conditioning.