I have been going to a professional hair styliest to get my hair dyed -to all the colors of the rainbow it seems- for about 7 years. Had good experiences and bad ones with the color. I'm a natural red head and decided to go dark brown, the stylist did an okay job, was not too pleased with the outcome, my husband however hated the color. So instead of paying an arm and leg I tried my hand for the first time dying it myself with an otc hair product. Saw the commercials thought I would give it a try. Very inexpensive, easy to apply on my hair, I however did not have any trouble squeezing the bottle and I did not make a mess, live and learn lay down old towels on the floor just in case. The color did seem to come out a lot when washing it but the color was beautiful! I love it. It was by far the best hair color that I have ever had. And here I was paying almost a $100 for a color job when I could have saved my time and money. Now I go to the salon just for a cut. Definetely have been telling my friends about this product and I have gotten a lot of comments on how soft it is, how pretty the color and how healthy my hair looks, that coming from the lady who cut my hair recently and I let her in on my little secret! Thanks!