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    "longDescription": "CHI Developer has a creamy texture making it easy for mixing and application, while the gentle formula ensures excellent results for all your chemical services. Versatile and effective, it can be used for both lightening and coloring and is available in multiple strengths to support a wide range of coloring techniques. Trust in the professional quality of CHI Developers to achieve beautiful, reliable, and professional results.",
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    "directions": "<strong>CHI Developer Mixing Ratio &amp; Timing:</strong>\r\n\r\n<ul>\r\n\t<li><strong>CHI Ionic Permanent Shine Cream Color Standard Series</strong>\r\n\r\n\t<ul>\r\n\t\t<li>Mixing Ratio 1:1 (10, 20, 30 or 40 volume)</li>\r\n\t\t<li>30 minutes at room temperature</li>\r\n\t</ul>\r\n\t</li>\r\n\t<li><strong>CHI Ionic Permanent Shine Cream Color Coverage Plus Series</strong>\r\n\t<ul>\r\n\t\t<li>Mixing Ratio 1:1 (always with 20 volume)</li>\r\n\t\t<li>35 minutes at room temperature for gray coverage</li>\r\n\t</ul>\r\n\t</li>\r\n\t<li><strong>CHI Ionic High-Lift Blonde Series</strong>\r\n\t<ul>\r\n\t\t<li>Mixing Ratio 1:2 (40 volume for best results)</li>\r\n\t\t<li>Low heat is recommended for maximum lift - 45 minutes at room temperature OR 10 minutes at low heat and 25 minutes at room temperature</li>\r\n\t</ul>\r\n\t</li>\r\n\t<li><strong>CHI Color Express Permanent Cream 10 Minute Color</strong>\r\n\t<ul>\r\n\t\t<li>Mixing Ratio 1:1 (20 volume)</li>\r\n\t\t<li>10 minutes at room temperature</li>\r\n\t</ul>\r\n\t</li>\r\n\t<li><strong>CHI Tone &amp; Gloss Demi Permanent Cream Toner</strong>\r\n\t<ul>\r\n\t\t<li>Mixing Ratio 1:1 (5 volume)</li>\r\n\t\t<li>20 minutes at room temperature</li>\r\n\t</ul>\r\n\t</li>\r\n\t<li><strong>CHI Bleach &amp; Shine Lightening System</strong>\r\n\t<ul>\r\n\t\t<li>Mixing Ratio 1:1 (For full head or retouch applications, use 10 or 20 volume CHI Developer) For off the scalp lightening use 10, 20, 30 or 40 volume. Always apply no closer than 1/8&quot; from the scalp.</li>\r\n\t</ul>\r\n\t</li>\r\n</ul>",
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