I bought two boxes of the stuff, in "Intense Red" to dye my boob length, virgin (save for the last two inches), medium brown hair. I didn't want to pre-lighten my hair so I was very drawn to this colour - it was exactly what I was looking for!
I ended up only needing one box and took my time applying it, by the time I was done I could tell I wasn't going to get the shade I wanted but sat and waited out the thirty minutes needed before I rinsed it all out.
While showering, it felt no different to other hair dyes containing ammonia, but there was no potent, over-bearing smell which was a plus in my tiny, windowless bathroom! Rinsing it out, my hair felt like straw but the conditioner it came with made my hair feel like silk.
Too impatient to let my hair dry, I grabbed my blow-drier so I could see the true colour and was left feeling very disappointed.
I wasn't left with a vibrant, deep, rich red colour as was even indicated on the supposed colour results on the box for black hair.
What I got was a slightly darker brown than what I'd originally had with what I can only describe as looking like I had put a red rinse through my hair a couple of weeks ago. The lighter/baby hairs near my hairline are slightly redder but no such luck for the rest.
I was glad I hadn't used the other box as I quickly drove to the supermarket to return it. I can't even put another red over the top of it now since my hair is darker than what it started out as.
I won't be trying this dye again or recommending it to anyone.
I do not reccomend this product if you have little or a lot of grey hair, it is not the coverage it says it is, really disappointed. I love the fact there is no ammonia was nice not to have watery eyes and I did have a lot more softer hair after using it. I liked the container was easy to use and it was great to be able to reuse it. Gloves were excellent, they are a lot more durable than others. Color came out great apart from greys
Tips: Not best for people with little or a lot of grey hair