I have only recently started dying my hair. I am intrinsically lazy when it comes to things like this, so getting my hair dye mailed to me means that I have one less thing to think about. It just arrives and I know I have to do it. I also REALLY like that it doesn't smell terrible like the supermarket box that I purchased for my first ever hair dye experience. That was enough to put me off doing it forever. The Shade doesn't smell bad, and it's easy enough to put on for even someone as uninterested in the whole thing as I am. Plus, the colour is good. I like the way my hair looks on the millions of zoom calls I have to do while I'm working from home.