I just want to preface this by saying I did not bleach my hair prior to using this product as I didn't want the true red color, I just wanted to add a reddish tint to my dark brown hair. With that being said this product is amazing! I applied it in January, it is now a few days away from May and the color is still going strong! Since I didn't bleach my already very dark hair it's really only most noticeable in well lit places or in the sun, which is fine and exactly what I wanted. The color payoff is great, the application was simple. The only thing I recommend is that you don't wash it out in the shower, my shower looked like a bloody murder scene and I had to bleach it several times in order to get the red out of my white shower walls. I also want to add that I am African American and thus I only need to wash my hair once a week, if you wash yours more often it'll probably fade faster. The product didn't damage or change my hair texture at all. Everyone loved my color and my mom even bought some for herself!