WELLA MIDWAY COUTURE DEMI-PLUS HAIR COLOR *EXPIRED* 2 oz.

Wella Midway Couture Demi‑Plus Hair Color (often called “Midway Couture Demi‑Plus” or “Midway Couture Demi‑Permanent”) 

Product Description / Overview

Midway Couture Demi‑Plus is a professional demi‑permanent hair color designed to deliver a balance between the gentleness of a semi‑permanent color and the longevity of a permanent color. Its formulation is intended especially for clients seeking natural‑looking gray blending and tonal correction with minimal damage.

It is marketed as providing up to 75% coverage of gray/white hair while allowing only slight tonal shifts, which helps maintain a multidimensional result. In some variant descriptions, full (100%) gray coverage is also claimed under ideal conditions.

The product is described as having a “unique palette” of shades across blondes, natural browns, reds, and special mix tones. It also states inclusion of conditioning agents and lipids (about 25 %) to make it gentler on hair and support manageability. Some listings also mention a “Keratin Protection Complex” to help give shine, strengthen hair structure, and stabilize the color. 

Key Features & Benefits

• Slight alteration of natural pigment (i.e. deposit rather than lift)

• Balanced formula: softness of semi‑permanent with more durability than ordinary demi dyes

• Low ammonia content for gentler application and more even deposit

• Gray blending: up to ~75% coverage, with minimal tonal change

• Deposit‑only within two levels of natural color (i.e. it doesn’t significantly lighten hair)

• Enriched with conditioning agents/lipids to improve hair feel and manageability

• “Keratin Protection Complex” (in some versions) to improve shine & structural integrity 

Usage / Performance Notes

• The product is deposit-only (i.e. minimal or no lift) and is intended to alter hair color within about two levels of natural color. 

• Because it is demi / low in ammonia, the color should be more even on gray/white hair and have smoother blending. 

• The effect is not permanent; over time the color will fade, and periodic touch-ups may be needed depending on hair porosity, washing frequency, and sun exposure.

• Always perform a patch test / strand test due to the possibility of allergic reactions.