I do not think that they even sell this product in the stores anymore. I really liked the idea of it - it is meant to allow you to change your hair color (go cooler, go warmer, etc.) based on the natural shade of your hair, but I tried this product and just did not get any results. I think that I just have tough hair to color (it's naturally dark brown, almost black), because this is one of several at home hair colors that I have tried that has not given me any results. I might have tried to go too light, or based the "natural match" off of my colored hair color at the time, and that might be why it just did not give me results. Unfortunately, it was still very disappointing! Effectiveness Did nothing to my hair - not even a slight change in shade Ease of Application Same type of application as most at home hair color - a thick liquid that you have to smooth through hair. Can be hard at first, but gets much easier with a lot of practice.