This review is for the Intense Deep Auburn/ Red Velvet shade only.

I have been using Feria for years. I have used so many of their reds, and for the most part, I think Feria's reds are the best box dyes available. The Crushed Garnet has been my go-to shade (and like I said, I have used every red they make) but when I saw this new Red Velvet color I HAD to try it. I wasn't able to find it in the stores, so I ordered it instead. I was so excited to try it out because the color on the box is gorgeous.
Since I use Feria so often the application process has become a no brainier for me. The application was fine, but I noticed this stung a great deal more than what I've previously experienced with Feria. I always leave it in for about 45 mins. I'm not sure what the suggested timing is, I just know what works for me when using Feria.

After washing the dye out, I always use the box conditioner, but then I use a deep conditioner after I rinse that out. I can't stand the smell of that box conditioner. If I don't use a deep conditioner afterward, my hair smells like plastic and frizzes.

My hair came out SO DARK. I was seriously shocked. I let it air dry (I never ever ever blow dry my hair after dying. I will usually wait about a week before I take heat tools to my head) and the color didn't get any lighter....nor was it very red. In fact, the red was almost unnoticeable. I was pissed.

Two days later I had the most insane dandruff of my life. It was SO bad and was so noticeable. I've NEVER had that kind of reaction when using any other dye, including Feria! I was so happy when the flaking of my scalp stopped. It took about a week to completely clear up.

It took about a month for the color to lighten up any, unlike Crushed Garnet which lightens up but makes the red more vibrant in just a few shampoos. It's been 3 months, and this awful color is still in my hair! I have ash blonde roots coming in and the rest of my hair is a dingy auburn. I refuse to re-dye it until this color gives way a little bit more.

My hair has been dry, frizzy and stringy after using this shade. It feels crunchy after a day, but my roots look really greasy.

I don't dislike Feria at all, even my stylist was impressed with the results I've had with their other shades and how healthy my hair has remained after using it. However, I absolutely loathe this particular color and formulation. I have 2 more boxes of it that are just going to rot in my cabinet. I haven't even had my hair cut because I know my stylist is going to flip out on me.

I will never repurchase this color again...even if its the last red dye on Earth.

I usually stay far away from box color. My nomal routine is Ion Brilliance 61r mixed with 71r and it is a pretty very bright red that leaves my hair soft and shiny but I don't like how quickly it fades. Saw the Feria R68 had good reviews. The color on the box looked similar to my regular one so I decided to give it a shot AND BOY DO I REGRET IT. The color came out much darker and extremely dull. It's not vivid red at all but more of an icky muddy brown red. It made my hair break and fall out all over the place. It dried my hair out horribly and the included conditioner did nothing to help. Also it did not take to my roots in random places (natural color is a dark blonde). For $11 a box it wasn't exactly cheap I could have done my regular color twice for that price. This crap totally wrecked my hair I don't recommend it at all.

SOOOO bad. MY hair is naturally black and the box said that this will lighten my hair and give it a subtle red tone. Yes, that happened, but oh-my-god the coverage was SO uneven even on my dark hair.

Will not be purchasing any more loreal hair products.

I bought this hair colour with my cousin, as we planned to try and "dip dye" our ends the colour Ruby Red (R68). We dyed the ends, and although my cousin's hair didn't turn out very well, mine was amazing! It went from a fairly dark brown to a beautiful deep red with almost mahogany undertones... awesome! I loved it so much that two days later I repurchased the dye and did my entire head! I am still thoroughly impressed, and it has been almost 3 days. I have not washed my hair yet since dying... but I bought Aveda Madder Root shampoo and Redken Colour Extend conditioner, so I have confidence that it won't fade anytime soon!

I have dark, dark brown Asian hair with mediium-brown bleached highlights. I got my hair done at a salon a month ago and wanted to add some colour back into my highlights by dying my entired head in the "Deep Burgundy" colour, as I wanted to opt for some purple undertones. As I expected, this dyed my highlights a dark red, just like I had hoped. It was also strong enough to give my untreated hair a subtle red tinge, which becomes very obvious when light hits it. So all in all, it gave me the results I expected. If you have a Asian hair and you're opting for a bright, obvious red, I'd suggest lightening your hair a couple shades first before using this.

I had ombre hair over the summer, (medium brown near scalp, gradient to a dark strawberry blonde on bottom). So, I wanted to keep the ombre look but just put a wash of red color on my hair. HOLY AWESOME! My hair was a medium redish brown on top and a vibrant red on the bottom.

So, I have rebuttals for people complaining about fading and staining:

Fading: ALL red dyes fade fastest. Molecules shmolecules, bla bla bla. Anyway, just stop your whining and either re-dye every two to three weeks or use a shampoo with a red tint twice a week. (Clairol is a great brand - Sally's beauty supply). If you want red, you have to live with a small amount of upkeep, but nothing as compared to dyed blonde hair upkeep. Thank your lucky stars you aren't light blonde... holy time waster, Batman.

Staining: Yeah, this is a stain monster. But, I have a cheap, magic product that every woman should have in her bathroom anyway. NEUTOGENA OIL FREE MAKEUP REMOVER. <- Some leprechaun somewhere found this stuff at the end of a rainbow. True story.

Anyway, I take 5 minutes to apply this hair color like I would when I shampoo, then I use a little bit of the MAKEUP REMOVER on a paper towel or piece of toilet paper, clean off my skin and wait 30 minutes. PUT GLOVES BACK ON when washing out your hair. Get a box of plastic gloves at Sally's. It's worth it. and you can use them when you clean the toilet... they're great to have around.

Done. Try not to shower every day, but if you do.. what is 30 minutes out of your day once every two weeks? Your hair will thank you for it. continued >>

I have thick medium brown hair/fair complexion. Wanted to spice things up a bit and go with a red. I left on an extra 5 minutes to make sure the color set in (given how thick my hair is). Rinsed, conditioned, then blowdried. My hair is darker than before coloring - almost black! There are some slight hints of red highlights (only where my own natural blonde highlights were). But my hair is most definitely NOT red. It's also made my hair even frizzier than before. I am so disappointed! That was an utter waste of my time and money. And I can't even go out and try another brand for fear it'll ruin my hair. Terrible product.

Feria uses metallic deposit color in their reds which PERMANENTLY bond to your hair. I've been using a feria red for a year now and the color always looks great for a couple weeks, but after that not so much. Anyway, I wanted to go blonde this summer so I did a little research.

Apparently, these metallic dyes that feria uses are the spawn of Satan in the haircare world. Going lighter is impossible after you use such dye. Any sort of lightener or bleach you put over a metallic dye will cause a chemical reaction, causing your hair to MELT OFF. No joke ladies the only way to get this shit off is to cut it off. DO NOT USE. Professionals will all laugh you out the door when you come around saying you want it out.

Oh my god I love this. I've used Feria Ruby Rush for almost a year and it's simply the best. I used L'Oreal Paris hair dye is light red I think it was, and it stung my head, didn't have an exciting color, and lasted about two weeks. Feria, however, lasts for about a month and a half before it fades, low in amonia so it's less damaging, and makes hair actually appear shiny and healthy!

WOW ok so my deal is that i switch my hair colour and style a LOT. im a chameleon! So i go generally in a cycle from black to bleach blonde (yes i know thats crazy) and then to red and then maybe burgundy and then dark brown and then eventually back to black..sometimes blue black if i feel adventurous.

SOOOO needless to say i have been red several times. I am an aries so with my personality i never want to go for some half way timid red..i want RED. manic panic pillar box red is some serious red but doesnt have the shine and quality i like so now that im the age i am i am done with manic panic.

next in line is.... feria power reds! Soo... i was under the impression there were 3 feria power reds and that i had used them all with the mid level one being my favourite. However, today at the store i discovered a colour, though it didnt appear to be a new product, that i had never used before and it was a feria power red called RUBY RUSH #R68!

ok so this hair colour is in a word...amazing.

Its like i dipped my head in glimmering cherries.

Its not a natural red/ its not an orange red. its not a burgundy red. Its RED. plain and simple. and its REALLY red. and its glimmery. im actually SEEING these multifaceted highlights feria always goes on about in their commercials.

This is by far my favourite feria power red or red hair colour in general that i have ever used.

For me, nothing is ever bright enough. Burgundy makes me think of my mom and orange just doesnt look right with my skin tone but this colour is a WOWer.

im all over it.

I will definitely stay this colour for a while (i know red fades badly as a rule so im sure i will be back to walmart within a month to buy more) but i am very happy with this colour.

I also love how feria contains the extra little oil packet that moisturizes my hair. With how often i lighten my hair i need all the moisture i can get.

If you want REAL cherry red this is SO your colour!!! R68 baby! im on it.