Really does what it says it does. I love my new colour and it gets noticed. I left it in for about 10 minutes on the first wash and then about 5 mins each wash after that. I’ve used similar products in the past where my hair became purple after a few washes. Fanola doesn’t seem to do this, but instead looks a lovely greyish colour on my blond highlights. Not sure I will use it every wash in order to keep it suttle but glad my hairdresser introduced it to me!