I myself have a sensitive scalp, and when I apply regular hair color, my scalp tingles, hurts, and itches, which has been very difficult. So I researched a hair color with no 'pain, smell, or itch,' and at last a hair color was born that lets customers feel at ease. The fact that it doesn't hurt or tingle means the formula is very mild. Because it's mild, there's hardly any damage to the hair, resulting in a glossy, silky finish. When your hair has shine, you can look five or even ten years younger. That's why I named it the Rejuvenating Hair Color. You, too, will definitely look younger.