This stuff is Great! ..its like an HD Blonde Upgrade for dishwater-to-sunny beach Blonde. The results begin to take affect almost immediately (after about 2-3 washes/conditionings) & its a noticeable enhancement others can actually see when you start using it. The smell isnt overly breathtaking & the way it leaves your hair Shiny, satiny smooth, & manageable is even better .for the small price you get for. All in all I personally am NOT a Pantone can but THIS has been a good experience for me :) Effectiveness This stuff is really effective & indeed does serve its purpose. It Safely & effortlessly Lightens & Brightens Blonde hair with no damage! (yaaay!) Works well NO MATTER the shade of blonde you start out with. I wasn't Blonde long enough to experience any fading from discontinued use of the shampoo/conditioner, (was blonde for about 2 years) Scent The scent is decent. Typical prefumey "Pantene" smell, but is very long-lasting once the hair's dry.