La Riche Directions Semi-Permanent Hair Color 89 ml Create unique color results with La Riche Directions! Semi-permanent direct dye has a creamy consistency that is easy to apply. The result lasts between 3 and 4 weeks. Application: It is recommended to wear protective gloves. Apply small amounts to clean, towel-dried hair using a brush. Distribute with a comb from the roots to the ends and leave to act for 15 minutes. Comb again then rinse thoroughly.