I am SO disappointed in this color! :( The application was nice, the dye was gentle, but the color is so not red, not violet, just brown. I had previously done Ion Demi in Burgundy Brown and this was supposed to be comparable. It's NOT at ALL. The demi was bright and vivid red/burgundy, this is a tad red in the sun, and not any other time. I hadn't dyed my hair in years before the Ion, and I can't wait to cover this up. :( Boring.