Totally in love with this color. I love purple and when I decided to do a loud color for my hair I went straight for this shade. I've got shoulder length hair and the bottle was only half empty when we were done putting it on. Truthfully we might've been able to get away with using less but I wanted to make sure it got in there good. Don't listen when it says 15-20 minutes with the dye on though. I left mine on for the length of a movie because everyone I know who used it said that even on bleached hair it won't stick well unless you let it sit on the hair for a while. Can't wait to try other shades within this brand.