Ever since I started to color my hair four years ago, I have been using Dark and Lovely. I usually color my hair every six months and up until the last time I dyed it, I had always used the D&L honey blonde in 378. I decided to try this color and I absolutely loved it. My hair was a few shades lighter than it usually came out. The deep conditioner that comes with the dye has a very nice smell and despite the fact that your hair is being bleached, I never experienced any extreme dryness or texture change. I will continue to use this product every time I need to touch up my hair. The only con that I found with this product is that the color does fade a shade or two after a month or so, but its never anything that really bothered me.