Use of cyanine derivative (I) as coloring agent and/or agent for optical lightening of keratin fibers, preferably human hair, is claimed. Use of cyanine derivative of formula (I) as coloring agent and/or agent for optical lightening of keratin fibers, preferably human hair, is claimed. R1, R2aryl or heterocycle comprising 5-12 chains (both optionally saturated, and substituted and/or condensed with optionally aromatic cycle or heterocycle); R31-24C alkyl, 1-24C alkoxy (both interrupted by heteroatom or carbonyl and/or substituted), H, halo, OH, 1-6C carboxyalkoxy, alkoxy(1-6C)carbonyl, benzyl or aryl (optionally substituted and/or condensed with optionally aromatic cycle), hetero cycle comprising 5-12 chains (optionally saturated, and substituted and/or condensed with optionally aromatic cycle), or amino (unsubstituted, or mono- or di-substituted by 1-24C alkyl, which is interrupted by heteroatom or carbonyl and/or substituted); R4, R51-6C alkoxy, 1-6C alkyl (both interrupted by heteroatom or carbonyl and/or substituted), H, halo, OH, or amino (unsubstituted, or mono- or di-substituted by 1-6C alkyl, which is interrupted by heteroatom or carbonyl and/or substituted); A : N or N+R6; B1, D1CH2 or (CH2)2; R61-6C alkyl (which is interrupted by carbonyl and/or substituted), benzyl or aryl (optionally substituted); X-anion ensures the electroneutrality of molecule; and p : 0-1. Independent claims are included for: (1) a cosmetic composition comprising one or more direct dyes in a suitable medium for coloring; (2) a process for treatment of keratin fibers, preferably human keratin fibers, comprising: either applying the composition on dry or wet fibers, for a sufficient time to obtain the dye, and after a rinsing and an optional shampooing, drying the resulting fibers; or applying the composition on the dry or wet fibers, without final rinsing; and (3) a device with several compartments or coloring kit, comprising a first compartment containing the composition and a second compartment containing a composition comprising an oxidizing agent. [Image].
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