I used to get my hair professionally colored, but when I went back to school (read: once again a poor student!), I decided to revert to coloring my hair at home, which I haven't done in years. I used Superior Preference for my first attempt. For the record, I'm not trying to cover grays or anything, I just have a dull (IMHO) natural hair color. I loved the color I got from L'Oreal's Superior Preference at first, but it faded really quickly (after only about 2 or 3 shampoos). Now the rich, vibrant red color has become a faded reddish brown. I am going to try Feria next... We'll see!