I wanted to color my hair with something that I knew would work well with dark brown hair, while still showing some color. I wanted something that wasn't too obnoxious, and I wanted to use a product I've tried before (albeit a different shade) that I'd already been happy with. I thought the "Deepest Violet" was pretty, so I tried that. It wasn't too bright- just subtle enough to feel comfortable wearing out around friends and colleagues. It actually covered my grey hairs, which hardly any hair dyes do! Seriously, that was the biggest perk. But it also comes with extra conditioners, which I love. My hair has been soft, and manageable. Of course you'll get purple on your skin, and on your countertops and tub, but I think that's true for any color dye. You also don't need to bleach your hair first, unless you just want it to be even more vibrant. But I love it how it is.