9+ Tips: Make Colored Hair Dye Last Longer & Vibrant

how to make colored hair dye last longer

9+ Tips: Make Colored Hair Dye Last Longer & Vibrant

Sustaining vibrant hair colour requires a multifaceted method encompassing product choice, hair care practices, and life-style changes. For instance, utilizing sulfate-free shampoos and conditioners particularly designed for color-treated hair helps stop untimely fading. Moreover, minimizing publicity to harsh components like chlorine and extreme daylight can considerably lengthen colour vibrancy.

Prolonging the lifetime of hair colour presents a number of benefits. It reduces the frequency of colour remedies, minimizing potential harm from chemical processing and warmth styling. This, in flip, contributes to more healthy, stronger hair, preserving its pure luster and stopping breakage. Traditionally, sustaining vibrant hair colour concerned pure cures akin to rinsing with vinegar or making use of protecting oils. Fashionable developments in hair care know-how have offered a wider vary of specialised merchandise and strategies to realize longer-lasting outcomes.

The next sections will delve deeper into particular methods for preserving hair colour, exploring matters akin to acceptable product choice, optimum washing and styling strategies, and protecting measures in opposition to environmental components.

1. Sulfate-free Shampoo and Conditioner

Sustaining vibrant, long-lasting hair colour requires cautious consideration of the merchandise used. Sulfates, generally discovered in lots of shampoos and conditioners, are cleaning brokers that create lather. Whereas efficient at eradicating grime and oil, they will additionally strip hair of its pure oils and, importantly, deposited hair colour. Using sulfate-free merchandise performs a vital position in preserving colour vibrancy.

  • Shade Retention

    Sulfates are identified to elevate the hair cuticle, permitting colour molecules to flee. Sulfate-free formulation cleanse gently, holding the cuticle sealed and minimizing colour loss. This interprets to extra vibrant colour that lasts longer between salon visits. A noticeable distinction in colour retention can usually be noticed after only a few washes with sulfate-free merchandise.

  • Moisture Preservation

    The method of coloring hair can usually depart it dry and brittle. Sulfates can exacerbate this dryness by stripping away pure oils. Sulfate-free shampoos and conditioners, then again, are typically extra moisturizing, serving to preserve the hair’s pure hydration and stopping additional harm related to dryness. This results in more healthy, extra manageable hair total.

  • Extended Vibrancy

    The gentler cleaning motion of sulfate-free merchandise contributes considerably to extended colour vibrancy. That is significantly noticeable with vogue colours or vibrant shades, which are inclined to fade extra rapidly than pure tones. By minimizing colour stripping, sulfate-free merchandise assist preserve the specified shade for an extended period.

  • Total Hair Well being

    Past colour retention, sulfate-free merchandise contribute to total hair well being. By preserving pure oils and moisture, they assist stop dryness, breakage, and cut up ends, which are sometimes exacerbated by harsh sulfates. This results in stronger, more healthy hair that’s extra resilient to styling and environmental harm.

In conclusion, switching to a sulfate-free shampoo and conditioner routine is an important step in maximizing the lifespan of hair colour. The mild cleaning motion and moisture-preserving properties of those merchandise contribute considerably to paint retention, vibrancy, and total hair well being. This easy change could make a considerable distinction in sustaining salon-fresh colour for an prolonged interval.

2. Chilly Water Rinses

Rinsing hair with chilly water performs a big position in prolonging hair colour vibrancy. Whereas heat water opens the hair cuticle, facilitating cleaning and colour deposition in the course of the dyeing course of, chilly water constricts the cuticle. This constriction helps entice colour molecules throughout the hair shaft, minimizing colour bleeding and fading.

  • Cuticle Sealing

    Chilly water causes the hair cuticle to contract, making a smoother, extra tightly certain floor. This sealing impact helps stop the escape of colour molecules, particularly instantly following a colour therapy. Consider it as closing a door to stop one thing from escaping the tighter the seal, the much less seemingly something is to get out.

  • Decreased Shade Bleeding

    Freshly coloured hair is especially vulnerable to bleeding, the place colour molecules leach out throughout washing. Chilly water rinses considerably cut back this bleeding, preserving the depth and vibrancy of the colour. For instance, rinsing with chilly water after coloring can stop staining towels or garments with residual dye.

  • Enhanced Shine and Smoothness

    The closed cuticle ensuing from a chilly water rinse creates a smoother floor that displays gentle extra successfully. This results in enhanced shine and a more healthy total look. The impact is just like sharpening a floor the smoother it’s, the extra gentle it displays.

  • Lengthy-Time period Shade Retention

    By constantly rinsing with chilly water, the cumulative impact on colour retention turns into important. Whereas a single chilly rinse helps, incorporating this follow into each wash contributes to sustaining vibrant colour for an extended period, decreasing the necessity for frequent touch-ups.

Incorporating chilly water rinses into the hair care routine is an easy but efficient technique for maximizing the lifespan of hair colour. This follow, mixed with different color-preserving strategies, contributes considerably to sustaining vibrant, healthy-looking hair. By sealing the cuticle and minimizing colour bleeding, chilly water rinses turn into a vital part of a complete colour care routine. The small discomfort of a chilly rinse is a minor trade-off for the long-term advantages of vibrant, long-lasting hair colour.

3. Reduce Washes

Frequent washing contributes considerably to untimely hair colour fading. Every wash cycle, whatever the merchandise used, entails some extent of colour molecule elimination. Water, even with out harsh cleansers, can open the hair cuticle and permit colour to flee. Decreasing the frequency of washes instantly correlates with extended colour vibrancy. This precept applies to all hair colours, however significantly to vibrant or vogue colours, which are sometimes extra vulnerable to fading.

Minimizing washes doesn’t necessitate compromising hygiene. Strategic approaches can preserve scalp cleanliness whereas preserving colour. Dry shampoo can soak up extra oil and refresh hair between washes, extending the time between conventional cleaning. Moreover, focusing shampoo utility on the scalp and conditioner on the ends minimizes colour stripping from probably the most vibrant sections of the hair. For people accustomed to day by day washing, progressively decreasing frequency permits the scalp to regulate, finally requiring much less frequent cleaning.

Adopting a much less frequent washing schedule presents important advantages for colour longevity. Decreased publicity to water and cleaning brokers preserves the vibrancy and depth of the hair colour, requiring much less frequent touch-ups and colour refreshing remedies. This follow, mixed with the usage of acceptable color-safe merchandise and chilly water rinses, contributes considerably to a complete colour care technique, sustaining salon-fresh colour for an prolonged interval.

4. Warmth Protectant Spray

Warmth styling, whereas efficient for reaching desired hairstyles, considerably impacts hair colour longevity. Excessive temperatures from instruments like flat irons, curling irons, and even hair dryers could cause colour molecules to interrupt down and fade. This degradation is exacerbated in color-treated hair, which is commonly extra porous and vulnerable to break. Warmth protectant sprays type a barrier between the hair and the warmth supply, mitigating the damaging results of excessive temperatures. This protecting layer helps stop colour fading, sustaining vibrancy for an prolonged interval. The mechanism entails absorbing and distributing the warmth, stopping it from instantly impacting the hair shaft and the colour molecules inside.

The significance of warmth protectant spray in a color-care routine can’t be overstated. For instance, people who recurrently use warmth styling instruments on color-treated hair and not using a warmth protectant usually expertise accelerated colour fading, significantly noticeable with pink and vibrant hues. Conversely, constant use of a warmth protectant demonstrates a marked enchancment in colour retention. The sensible significance lies in preserving the funding {of professional} coloring, decreasing the necessity for frequent touch-ups and sustaining a vibrant, salon-fresh search for longer. Take into account the analogy of sunscreen defending pores and skin from solar harm; warmth protectant spray supplies comparable safety for hair in opposition to warmth harm.

Incorporating a warmth protectant spray into the styling routine is an important step in sustaining long-lasting hair colour. This easy addition can considerably cut back colour fading attributable to warmth styling instruments, preserving vibrancy and shine. Whereas numerous formulations exist, the core perform stays the identical: to create a thermal barrier, shielding hair from the damaging results of excessive temperatures. This protecting measure, mixed with different color-preserving practices, contributes to total hair well being and maximizes the lifespan of hair colour, in the end decreasing the long-term value and energy related to sustaining vibrant colour.

5. Deep Conditioning Therapies

Sustaining vibrant, long-lasting hair colour requires extra than simply selecting the best shampoo and conditioner. The chemical course of concerned in coloring hair, no matter whether or not it is lightening or depositing colour, can disrupt the hair’s construction, resulting in dryness, porosity, and in the end, sooner colour fading. Deep conditioning remedies play a vital position in mitigating these results, thereby extending the lifetime of hair colour. These remedies ship concentrated hydration and vitamins, repairing harm and reinforcing the hair’s integrity.

  • Moisture Replenishment

    Coloring processes usually strip hair of its pure oils and moisture. Deep conditioners work by replenishing this misplaced hydration, restoring the hair’s pure moisture steadiness. This improved hydration contributes to a smoother, extra tightly certain cuticle, which in flip helps stop colour molecules from escaping. Consider dry, cracked earth versus moist, fertile soil the latter holds its contents significantly better. Equally, well-hydrated hair retains colour extra successfully.

  • Harm Restore

    The chemical compounds utilized in hair colour could cause structural harm to the hair shaft, resulting in elevated porosity and breakage. Deep conditioning remedies assist restore this harm by filling in gaps and strengthening the hairs construction. This reduces porosity, making it tougher for colour molecules to leach out throughout washing. Think about a broken roof the extra holes it has, the faster rainwater escapes. A repaired roof, like conditioned hair, retains its contents extra successfully.

  • Improved Shade Vibrancy

    Nicely-hydrated, wholesome hair displays gentle extra successfully, enhancing colour vibrancy and shine. Deep conditioning remedies contribute to this enhanced vibrancy by restoring the hair’s pure luster. Dry, broken hair seems boring and lifeless, whereas conditioned hair displays better shine and depth of colour. The distinction is commonly visually putting, with conditioned hair showing richer and extra vibrant.

  • Prolonged Shade Lifespan

    By addressing the underlying causes of colour fading dryness, harm, and porosity deep conditioning remedies successfully prolong the lifetime of hair colour. This interprets to much less frequent colour appointments, minimizing each value and potential harm from repeated chemical processing. The cumulative impact of standard deep conditioning is substantial, preserving colour vibrancy and depth for an extended period.

In conclusion, incorporating deep conditioning remedies right into a hair care routine is important for sustaining long-lasting colour vibrancy. By replenishing moisture, repairing harm, and enhancing total hair well being, these remedies create a basis for optimum colour retention. This proactive method minimizes the detrimental results of chemical processing, preserving the funding {of professional} coloring and making certain vibrant, healthy-looking hair for an prolonged interval.

6. UV Safety Spray

Extended publicity to ultraviolet (UV) radiation from daylight contributes considerably to hair colour degradation. UV rays penetrate the hair shaft, inflicting structural harm and breaking down colour molecules. This photo-oxidation course of results in noticeable fading, significantly in vibrant or vogue colours, and may lead to dryness, brittleness, and total diminished hair well being. UV safety sprays act as a protect in opposition to this damaging radiation, absorbing or reflecting UV rays earlier than they will work together with the hair shaft. This protecting barrier preserves colour molecules, sustaining vibrancy and stopping untimely fading. The efficacy of UV safety is demonstrably increased when used constantly, akin to making use of sunscreen for pores and skin safety. For instance, people who ceaselessly have interaction in outside actions with out UV safety for his or her hair usually expertise extra speedy colour fading in comparison with those that recurrently use protecting merchandise.

The sensible significance of incorporating UV safety spray right into a color-care routine is substantial. Constant use minimizes the damaging results of solar publicity, preserving the vibrancy and longevity of hair colour. This interprets to diminished want for frequent colour touch-ups, minimizing each the fee and potential harm related to repeated chemical processing. Furthermore, UV safety contributes to total hair well being by stopping dryness and breakage, selling stronger, extra resilient hair. Varied formulations exist, together with leave-in conditioners, sprays, and oils, providing flexibility in utility and integration into present hair care routines. The precise selection is dependent upon particular person hair sort and styling preferences. Take into account, for example, a vibrant pink hair colour; constant UV safety may be the distinction between sustaining its vibrancy for weeks versus noticeable fading inside days.

In abstract, UV safety spray constitutes a vital element of a complete color-care technique. By shielding hair from the damaging results of UV radiation, these merchandise protect colour vibrancy, decrease fading, and contribute to total hair well being. Integrating this preventative measure, particularly together with different color-preserving practices, maximizes the lifespan of hair colour and ensures long-lasting, vibrant outcomes. Addressing this often-overlooked side of hair care supplies a big benefit in sustaining salon-fresh colour.

7. Keep away from Chlorine

Chlorine, a typical disinfectant in swimming swimming pools, presents a big menace to hair colour, significantly for these with color-treated hair. Its oxidizing properties strip hair of its pure oils and, extra importantly, react with hair dye molecules, inflicting noticeable fading and discoloration. Understanding the affect of chlorine and adopting preventative measures is essential for preserving hair colour vibrancy.

  • Chemical Response with Hair Dye

    Chlorine instantly interacts with the chemical compounds in hair dye, resulting in oxidation and breakdown of colour molecules. This chemical response ends in colour fading, usually presenting as a brassy or greenish tinge, particularly noticeable in blonde or lighter shades. The extent of injury correlates with the focus of chlorine and the period of publicity.

  • Cuticle Harm and Porosity

    Past colour fading, chlorine additionally damages the hair cuticle, the protecting outer layer of the hair shaft. This harm will increase hair porosity, making it extra vulnerable to additional colour loss and environmental harm. The weakened cuticle permits chlorine to penetrate deeper into the hair shaft, exacerbating the adverse affect on colour molecules. This elevated porosity additionally contributes to dryness and brittleness.

  • Protecting Measures Earlier than Swimming

    A number of preventative measures can decrease chlorine’s damaging results. Wetting hair totally with clear water earlier than getting into a chlorinated pool saturates the hair shaft, decreasing the absorption of chlorinated water. Making use of a leave-in conditioner or protecting oil creates a barrier, additional limiting chlorine penetration. Sporting a swim cap supplies probably the most complete safety.

  • Put up-Swim Hair Care

    Promptly rinsing hair with clear water instantly after swimming removes residual chlorine, minimizing its interplay with hair dye. Utilizing a clarifying shampoo particularly designed to take away chlorine and minerals can additional mitigate harm. Following up with a deep conditioning therapy replenishes misplaced moisture and helps restore any cuticle harm attributable to chlorine publicity.

Sustaining vibrant hair colour requires proactive measures to reduce chlorine publicity and mitigate its damaging results. By understanding the chemical reactions concerned and adopting acceptable preventative and restorative hair care practices, people can considerably lengthen the lifetime of their hair colour, preserving its vibrancy and shine even with occasional publicity to chlorinated water. Neglecting these precautions can result in important colour fading, requiring extra frequent and dear colour remedies to keep up the specified shade.

8. Shade-safe Styling Merchandise

Sustaining long-lasting hair colour requires a holistic method that extends past washing and conditioning. Styling merchandise play a big position in both preserving or prematurely fading colour vibrancy. Standard styling merchandise usually comprise substances that strip colour, counteract the advantages of color-safe shampoos and conditioners, and necessitate extra frequent colour remedies. Shade-safe styling merchandise, formulated with out these harsh substances, turn into important for anybody searching for to lengthen the life and vibrancy of their hair colour.

  • Absence of Harsh Chemical compounds

    Shade-safe styling merchandise are particularly formulated to keep away from substances identified to strip hair colour. These usually embody sulfates, alcohol, and sure forms of silicones. Sulfates, whereas efficient cleaning brokers, may elevate the hair cuticle and permit colour molecules to flee. Alcohol can have a drying impact, resulting in cuticle harm and colour fading. Some silicones, whereas offering shine and smoothness, can construct up on the hair, requiring harsh shampoos for elimination, which might then strip colour. By avoiding these substances, color-safe merchandise assist preserve the integrity of the hair and the vibrancy of the colour.

  • pH Stability

    The pH degree of styling merchandise performs a vital position in colour retention. Hair colour usually thrives in a barely acidic setting. Shade-safe styling merchandise are sometimes formulated with a pH steadiness that aligns with this optimum vary, serving to to seal the cuticle and stop colour molecules from escaping. Merchandise with a excessive pH could cause the cuticle to swell, main to paint fading and elevated porosity.

  • UV Safety

    Some color-safe styling merchandise provide added UV safety, shielding hair from the damaging results of daylight. UV radiation can fade colour and trigger structural harm to the hair shaft. Styling merchandise with UV filters present a further layer of protection, additional preserving colour vibrancy, particularly for many who spend important time open air.

  • Added Advantages for Shade-Handled Hair

    Past preserving colour, many color-safe styling merchandise provide extra advantages particularly focused in direction of the wants of color-treated hair. These could embody substances that add shine, improve moisture retention, or present thermal safety throughout warmth styling. These added advantages contribute to total hair well being, additional supporting colour longevity and vibrancy.

Selecting color-safe styling merchandise is a crucial step in a complete color-care routine. By avoiding harsh chemical compounds, sustaining an optimum pH steadiness, and infrequently offering extra protecting advantages, these merchandise contribute considerably to extended colour vibrancy and total hair well being. The cumulative impact of utilizing color-safe styling merchandise, together with different color-preserving practices, ends in longer-lasting, extra vibrant hair colour, decreasing the necessity for frequent colour remedies and sustaining a salon-fresh search for an prolonged interval.

9. Common Gloss Therapies

Common gloss remedies contribute considerably to prolonging hair colour vibrancy. These remedies contain making use of a semi-permanent, translucent colour to the hair. This course of refreshes light colour by depositing a skinny layer of pigment, successfully boosting vibrancy and restoring shine. The gloss additionally helps to clean the hair cuticle, the outermost layer of the hair shaft. A smoother cuticle displays gentle extra successfully, enhancing shine and creating the phantasm of more healthy, extra vibrant colour. This impact is especially noticeable on color-treated hair, the place the cuticle can turn into roughened because of chemical processing. As an example, a light pink may regain its richness and luster after a gloss therapy, whereas a blonde may seem brighter and fewer brassy.

The frequency of gloss remedies is dependent upon particular person hair traits and life-style components. People who ceaselessly expose their hair to harsh components, akin to solar, chlorine, or warmth styling, may profit from extra frequent glosses. Equally, these with extra porous hair, which tends to lose colour extra rapidly, may also discover extra frequent remedies useful. Nevertheless, extreme glossing can result in pigment buildup, significantly in darker shades. Subsequently, cautious consideration of particular person wants and session with a hair care skilled can assist decide the optimum frequency. A sensible instance can be somebody with highlighted blonde hair who swims recurrently; they may profit from a gloss therapy each 4-6 weeks to counteract the color-stripping results of chlorine and solar publicity. Conversely, somebody with naturally darkish hair who not often warmth types may solely require a gloss each 8-10 weeks to refresh colour and improve shine.

Integrating common gloss remedies right into a complete color-care routine supplies demonstrable advantages in sustaining long-lasting, vibrant hair colour. The flexibility to refresh light colour, clean the cuticle, and improve shine contributes considerably to the general look and well being of color-treated hair. Whereas gloss remedies don’t completely change colour molecules misplaced by way of washing and environmental publicity, they provide a invaluable middleman step to keep up vibrancy and prolong the time between full colour functions, thus minimizing potential harm from repeated chemical processing. This method proves significantly efficient for sustaining vogue colours or vibrant shades which might be susceptible to speedy fading, representing an economical and fewer damaging various to frequent full-color functions. Cautious consideration of particular person hair wants {and professional} steering ensures optimum outcomes and avoids potential points akin to pigment buildup or undesirable tonal shifts.

Ceaselessly Requested Questions

Addressing widespread queries relating to colour longevity supplies additional readability on sustaining vibrant hair colour. The next questions and solutions provide sensible insights into efficient colour care methods.

Query 1: How does water temperature have an effect on hair colour?

Heat water opens the hair cuticle, facilitating cleaning but additionally growing colour bleeding. Chilly water, conversely, constricts the cuticle, trapping colour molecules and minimizing fading. Rinsing with cool water preserves colour vibrancy.

Query 2: Can sure hairstyles lengthen colour vibrancy?

Protecting hairstyles, akin to braids or updos, decrease publicity to environmental components like solar and wind, which might contribute to paint fading. These types additionally cut back the necessity for frequent warmth styling, additional preserving colour.

Query 3: Does hair porosity affect colour longevity?

Extremely porous hair absorbs and releases colour molecules extra readily, resulting in sooner fading. Using merchandise designed for porous hair, akin to deep conditioners and protein remedies, helps decrease colour loss.

Query 4: How does the kind of hair dye have an effect on colour longevity?

Semi-permanent dyes fade extra rapidly than demi-permanent or everlasting dyes. Everlasting dyes, whereas providing the longest-lasting colour, additionally contain extra chemical processing, which might affect hair well being. Demi-permanent dyes provide a compromise between longevity and diminished chemical publicity.

Query 5: Are pure cures efficient for preserving colour?

Sure pure substances, like coconut oil and apple cider vinegar, can contribute to hair well being and not directly help colour retention. Nevertheless, these cures typically don’t present the identical degree of focused colour safety as particularly formulated color-care merchandise.

Query 6: How usually ought to color-treated hair be trimmed?

Common trims, usually each 6-8 weeks, take away dry, broken ends, that are extra inclined to paint fading and breakage. Sustaining wholesome ends contributes to total colour vibrancy and hair well being.

Constant implementation of those methods, mixed with acceptable product choice, contributes considerably to sustaining vibrant, long-lasting hair colour. Addressing these widespread issues empowers people to make knowledgeable choices relating to their hair care routine.

For additional info and personalised recommendation, consulting a certified hair care skilled is really useful. Skilled steering can deal with particular hair varieties and colour issues, making certain optimum outcomes.

Suggestions for Sustaining Vibrant Hair Shade

Preserving vibrant hair colour requires a proactive method. The next ideas provide sensible methods for maximizing colour longevity and minimizing untimely fading.

Tip 1: Prioritize Sulfate-Free Merchandise: Sulfates, discovered in lots of typical shampoos and conditioners, strip hair of pure oils and deposited colour. Choosing sulfate-free options minimizes colour fading and preserves vibrancy.

Tip 2: Embrace Chilly Water Rinses: Chilly water constricts the hair cuticle, trapping colour molecules throughout the hair shaft. This easy follow considerably reduces colour bleeding and enhances shine.

Tip 3: Reduce Wash Frequency: Frequent washing accelerates colour fading. Strategic use of dry shampoo and focusing cleaning on the scalp can prolong the time between washes, preserving colour vibrancy.

Tip 4: Make the most of Warmth Protectant Spray: Warmth styling instruments harm hair and contribute to paint fading. Making use of a warmth protectant spray earlier than utilizing such instruments shields hair from thermal harm and preserves colour.

Tip 5: Combine Deep Conditioning Therapies: Coloring processes usually dry out hair. Deep conditioning remedies replenish moisture, restore harm, and contribute to more healthy, extra vibrant hair that retains colour extra successfully.

Tip 6: Defend Hair from UV Radiation: Daylight fades hair colour. Using merchandise with UV safety, akin to sprays or leave-in conditioners, minimizes sun-induced colour degradation.

Tip 7: Reduce Chlorine Publicity: Chlorine damages hair and strips colour. Wetting hair earlier than swimming, carrying a swim cap, and utilizing clarifying shampoos post-swim decrease chlorine’s affect.

Tip 8: Select Shade-Protected Styling Merchandise: Standard styling merchandise usually comprise color-stripping substances. Choosing color-safe options ensures styling practices don’t compromise colour longevity.

Constant utility of those methods preserves hair colour vibrancy, minimizing the necessity for frequent colour remedies and selling total hair well being.

By incorporating the following pointers into an everyday hair care routine, people can get pleasure from vibrant, long-lasting colour, decreasing the frequency of pricey and probably damaging colour remedies whereas sustaining more healthy, extra radiant hair.

The best way to Make Coloured Hair Dye Final Longer

Sustaining vibrant, long-lasting hair colour requires a complete method encompassing product choice, hair care practices, and conscious life-style decisions. Minimizing publicity to harsh components, akin to extreme daylight and chlorinated water, demonstrably reduces colour fading. Using color-safe, sulfate-free shampoos and conditioners preserves colour molecules and maintains hair well being. Incorporating deep conditioning remedies and protecting styling practices additional contributes to paint longevity and total hair integrity. Common gloss remedies provide a non-invasive methodology to refresh colour and improve shine.

Finally, knowledgeable product decisions and constant adherence to protecting practices empower people to increase the lifespan of their hair colour considerably. This proactive method minimizes the necessity for frequent colour functions, decreasing potential harm from chemical processing and preserving hair well being. Embracing these methods permits for vibrant, long-lasting colour, reflecting a dedication to complete hair care and an understanding of the multifaceted components influencing colour retention.