I have always used Loreal but love John Frieda shampoos so decided to be brave and give it a go. The color wad the same quality as Loreal and it was much less stinky. I used "light ash blonde" which is exactly what i used with Loreal. But the foam is much more difficul to apply, especially with a root touch up. Other hair dyes stay on your hair where you put it, whereas this foam expands and goes beyond your roots. Also other hair dyes have a tipped bottle that you can use to part your hair and this does not. Not a big deal, but ease of use is important to me. Since the oolor quality is the same, I will just be using Loreal in the future.