I tried this color kit in two different colors on two different hair textures and both times the results were disappointing.
The bottom line is that there are way better color systems out there and this isn't one of the good ones...
First we tried Lucy (light copper red) on course dry hair. The result was very soft moisturized hair with flat color. The color faded out within two days and left the hair looking flat and dull. To the touch her hair was soft and moisturized but the color left much to be desired. Two days till fade out is NOT good when you are spending $30 to do it yourself.
Second I myself tried Audrey(medium auburn) on fine undamaged hair. Again, my hair turned out really soft and the color looked natural but in a bad way. By natural i mean it looked dull and washed out like natural haircolor tends to get if it doesn't have some sort of shine product or depth added to the color. Mine lasted a week before it completely faded out. Not worth the money.
On both kits the color took unevenly. The roots were super bright (fading out in a few days) and the ends were very faded and blah looking. For the price of these kits all they really do is add moisture back into the hair. If you had extremely damaged hair and were afraid to damage it further but needed to fix the color, you'd be safe with this one but for general color needs this hair color kit does not live up to it's price tag.
Before you suggest this is a shampoo or water issue, all hair was shampooed using Pureology shampoos (they lock in color) and using extremely filtered well water (i have allergies so the water passes through three filters and a water softener before it touches my hair or skin). It wasn't application error either, i've been coloring my own and others hair for over 10 years. This product just really is hype. Sadly, we all wanted to love it but the fading was awful and the colors were not true to box color at all. Take the box color, dull it down a bit and add more brown to every color and you'll have the true color. Dull color does nothing for the complexion so i'd suggest trying one of the better box colors out there or hitting up the local salon. My favorite box colors (if you must) are Feria (never overprocesses from my experience with it) and Perfect 10 (the processor keeps hair damage free).