I used this product to dye my hair for the first time. The process was very easy and the conditioner feels amazing, smells amazing and makes your hair softer than a baby's hair. However, it barely showed any colour for me the first time. I tried a second time and left it 3 hours, but still the same problem. Then I decided to ask for help from support and it appeared that my medium blonde hair was still too dark, so I lightened it 2-3 shades lighter. The third time it did show colour, very beautiful but not as bright as on the ad pictures. I have now lightened my hair a bit more and will buy some new conditioner. It is quite expensive compared to other brands, but even though the colour is very mild, I would buy it for just the smell. In my hair, the nice smell lasts longer than the colour!