I'm a new convert to Elumen and the Goldwell brand. I was convinced my by hairdresser to make the switch because even though it was more expensive of a brand, it would be better for my hair in the long run. My hair has never felt softer after using this. My hair is dyed red using Goldwell Elumen dye, and my hair has barely faded since. I only wish it would lather a bit more than it does since I often find myself using a small amount, rinsing, and then re-washing to get the lather.