This at least for me is no fail red. I have tried love the more expensive brands, I have had my hair colored professionally, but I always come back to this color and brand. Follow the instructions, use multiple boxes for the appropriate level of saturation and it comes out exactly the same everytime. Red is going to fade but this fades out in a flattering way. If you want to try red, don't overlook this because of its low price point - I always come back to it.