I was really excited for a haircolor to only take 10 minutes to process. I love the colors that this line offers. It really does only take 10 minutes and it smells much better than some of the haircolor I have used. I don't really notice a high gloss, but my hair has more volume and the colors are pretty true to what is pictured on the box. And it covers grays completely. The only problem I have had is it seems to gradually wash out in about a month. I was waiting for roots to begin showing, but instead one day all of my hair was a shade or two lighter. Has anyone else had that problem? I would think that would make it a semi-permanent haircolor, not a permanent one like it claims, but that is the ony thing that keeps this from being a perfect 10 for me.