I went through a phase after being blonde for a long time of wanting to have vibrant red hair. I did it myself with a L'oreal hair colour. As promised, it looked gorgeous just as it did on the box (because my hair had been bleached prior to the colour). It, however, was not 'fade-defying'. By the end of the week my hair had faded so much it looked like a cross between pink and orange. Of course it is going to fade because the red has no pigment to hold on to, but it definitely did not keep the colour on my hair longer than any other hair colour would have. The colour was beautiful, I'm just not buying the promise for long-lasting results.