I usually use one certain brand and color of hair color but while browsing,this hair color product caught my eye. The hair color on the box was a vibrant deep intense auburn and I thought "no way you're actually going to get the same color that's on the box". Being me, I picked it up-I had to try it anyways. The results were surprising. My hair was the same exact color as what the box promised. Not only that, but it felt and looked healthier than before I colored. It was super-easy to use and I will purchase again!