Colour did not last - at all.

I have used Loreal hair colour product many many times before so I feel like I'm pretty familiar with this process. Tried the new Rose Gold shade for a change from blonde this time and am extremely disappointed. I held off colouring so it would be fresh for a big event I have coming up, however, it's been less than 10 days since colouring and the colour is almost entirely stripped/faded. Immediately following colour it was pretty streaky - more pink and purple than rose gold, but it was interesting, so I was satisfied. However, it's now faded down to a plain brown and in spots it's completely gone, and blonde streaks are showing through, as well as some grey hairs visible. Pretty much a mess. Will not buy this product again.