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Direct dye fading too quick

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Reidebot

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My client was 75% grey and virgin hair.

We on scalp bleached her hair with 20vol and the result was fairly even. We didn't leave it on for too long. More to break base and clean up any darker parts. Her natural hair is a level 8.

I applied a smokey blue to her roots and stretched it out to a nice violet.

So after a week my client said the violet has rinsed out with just plain water. No shampoo.

I'm wondering what could be going on. Her her is a little dry but it doesn't feel too bad. The smokey blue has stayed however.
 

Haircutz

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With direct dyes, some colours (especially reds & purples) do fade faster. What brand did you use?
 

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