This is a great product, the coloring process is very easy and straight forward, the color on box is accurate and i love the results. I have tried various red shades from L'Oréal, Clairol, and Wella. After reading so many negative reviews there are a lot of people that should not even be attempting to color at home, it's not rocket science. I think some people are expecting miracles from haircolor, expecting to get unreasonable results. If your hair is really, damaged, more then one color, or haor is the wrong color for color selected. It's har color not the I wish my hair was this color. Sometimes changing to a desired color is not something you can just decide to do one day, some color changes have to happen over time, or drastic measures like bleaching. There are steps for coloring your hair to get best results before you even apply the color. When choosing your hair color remember this you can not lighten dark hair without bleach, contrary to what many think 30 or 40 developer will not take dark to a lighter color, it won't work.no matter how much you wish it. And you should never go more then 1-2 shades lighter or darker. For the best results your hair should be shampooed 2-3 days before coloring, a clarifying shampoo is best, absolutely no conditioner or any product in your hair. The build up from conditioner or styling products can interfere with coloring. When you buying your color also get a product called nuetral protien filler this is the secret to an awesome dye job, even color application and no hot roots. The protein filler evens out the porosity of your hair, so your hair grabs and takes color easily..Apply the protein filler evenly through out your hair wait 30 minutes do not rinse out. Your hair will be wet, really damp dron the filler thats ok. Your hair color will go on much easier I promise. Mix color with developer, leave on for recommended time, make sure hair is saturated with color, leave on fot amount of time in directions, i do abour 30-35 minutes. When time is up add water to hair, work thru like its shampoo, then rinse til the water runs clear, rinse only do not shampoo, rinse until water rjns clear, it will run clear, i have hair down to mid back at most 10 minutes of rinsing its clear. Again do not shampoo your color will not last as long, i have never ever seen hair color instructions that say to shampoo hair after coloring..Once rinsing is complete condition freshly colored hair, use a good quality conditioner for colored hair. Leave conditioner on for at least 5 min, rjnse again, style as usual, hair color will be amazing, soft and shiny. Do not shampoo for at least 48 hours after coloring, the longer til your first shampoo the better. I always use red hair dyes, I have never had my color fade, i usually only have to touch up roots in about 4-6 week.