I picked up this dye on a whim at Sally's Beauty Supply in December 2013, and so far, I've tried 2 colours from the line: Fuschia and Magenta. When I squeezed out the dye I noticed that it was very pigmented and smelt like soap (I was okay with it). Also, the consistency of the dye was really thick, so I mixed it with a little conditioner. I applied it (using my bare hands) to slightly damp hair which was sectioned off into four quadrants. Then I covered my hair with a plastic cap, leaving it on for about 2 hours. Afterwards, I washed it out, conditioned and styled.
I thought my hair came out pretty well, and since my hair wasn't pre-lightened, I was pleasantly surprised that the colour turned out to be as intense as it was. After the 3rd week, the colour started to fade, but it lasted for about 6 weeks before I had to repeat the whole dying process again. I think 6 weeks is a pretty long time considering that I wash my hair every week.
I recommend buying a tint/dye brush to apply it to the hair for easier application. Also, there's not much in a tube. I believe you get around 2.05 oz of dye which is not enough for long hair. So, if your hair is thick and/or longer than shoulder length, I suggest getting at least two boxes. I've had no experience with the dye transferring to my clothes or bed sheets and thankfully it didn't stain the shower!
For a more in depth review, you can check out my blog post: