When I opened the box the first thought I had was this was the best packaging I've ever seen in a box of hair dye. Developer and color crème in tubes, a separate bottle for mixing, a more full sized conditioner tube rather than those silly little sachets, as well as gloves and instructions. You could color me impressed.
In terms of the hair color itself, it's an oil based color and looked quite shiny when applying, it also smelt slightly better than the ammonia colors, but the color once applied was average in it's vibrancy. It did last the 4 weeks and the colored matched the box well on the plus side.
I'd consider it again - especially as I got it on a good special, but I haven't found my holy grail hair color yet.
Was recommended this by a friend and loved it! Used the Very Intense Red 6.66 and hapoy with results. Easy to use, doesnt smell - also doesnt wash out / transfer onto linen as found with other brands!