This colour looked AWESOME when I first dyed my hair. Thought it was strange how difficult it was to rinse after dying, usually I get most excess dye out but this one just kept running full colour forever... The water was not even starting to run clear when I finally gave up. The next FOUR hair washes I did the dye STILL was running at almost full pigment. Once it finally stopped, the colour faded extremely fast. I've dyed my hair with many drug store dyes and never had this problem. I've even used Vidal Sassoon pro series in another colour and that was great, but for some reason this one was a big no-go.

I had used this color exclusively for the last year. I absolutely love it. The only reason I have switched is because I wanted to go to a totally new colour for spring.
Low odour, easy to mix/apply, easy to remove from skin if you're sloppy (which I am).
Works really well to both cover grey and be visible on dark hair.
I have a LOT of hair, and have used it when I had a long mohawk and since I have cut my hair short.
It tends to stay bright for a few weeks, then the shine fades (which is standard, really). Of course, the less you wash your hair, the longer you get that shiny new colour look.
The conditioner is great too - and you always seem to have a fair amount of it left.
Tends to be a bit more expensive than other colours, but really worth it - and you can often find coupons for it online or in store.