At first, it wasn't as bright as it said it would come out. I would probably go as far as, it looked quite dull. I have dirty blonde hair, and on the box it had a conversion type picture of what hair colours would turn out to look like, and I didn't see any need in bleaching it. I decided to re-dye it with the same colour. It came out brighter and I was happy with the colour, but that only lasted a few washes until it turned that dull reddish colour. I describe it as 'old raw meat'.. I ended up not liking it at all, so I used Colour B4 on my hair, which helped except that because I put 2 dyes in, it didn't come out completely back to normal. So don't re dye it unless you are sure. It also said it would last 6-8.. I don't know how strong the average shampoo is but it certainly took much much longer than that, and as it gets washed more, it didn't go back to the normal colour, it just went duller and duller. Older and older raw meat. Ew.