I'm really really bummed out about this color. When I first dyed it, it turned out almost exactly like the model on the front of the box. It was so pretty, and finally a color that turned out "auburn" and not brown that looked kind of red in the sun. I got so many compliments that it looked beautifully highlighted and that it was so shiny. I'm really pale and it didn't look harsh or Ronald McDonald-y. Now, as to why I gave it 3 stars. I dyed my hair 11 days ago today, and the color has washed out A LOT. Like as much as I would expect in 4 or 5 weeks. I know how to take care of red hair, I don't even use shampoo, just cleansing conditioner. But still, last night when I took a shower, the water at the bottom of the tub had a slight pink tinge to it. Are you kidding me? 11 days later, without using shampoo, color is still washing out? I'm disappointed. Mostly because it turned out so perfectly right away. Also, the conditioner that comes with Feria is really bad.