I used this hair dye for the first time. my hair looks just like it does in the picture on the box. the instructions said to leave dye on for 30 min. but I left it on for a hour to make sure the little gray hairs that I have would be fully covered. The elixir left my hair shiny and soft after rinsing. I am very happy with this product and I will continue to keep using this hair dye. the only thing was that the box said sapphire black, so I thought there would be some blue highlights. this is a deep black, which is fine for me.