This is one of my favorite brands of hair dye. The colors always come out exactly like the the package shows and the directions are very simple. Its not as messy as other products I have tried and it holds the color nicely. It has a nice texture so it doesn't drip as much as other dyes and I don't have to use a whole bottle for one treatment. I have naturally black hair and after dying it with a light red It covered it up completely with no blotches or uneven toned spots. It completely covered my gray areas and really hit the roots. The end result was a nice glossy color without the dried out scalp feeling. Another thing that I love about this dye is that although it is permeant it doesn't really stain as bad as other products so its a quick and easy clean up. It doesn't rub off on your clothes and pillows and stuff as much as other dyes so you don't have to be as carful after you dye it .