I am really surprised by the negative reviews of this product. I used the light golden brown color (6G) because I wanted to take another go at home color. I recently had my hair bleached light blonde (platinum) and wanted to go darker. My first thoughts were the kit looks of much better quality then most kits. The gloves alone with stood use and did not tear like normal gloves included in kits. Another thing that stood out is how the  developer and colourant mix up very differently then other brands (I advise reading all the directions about mixing and applying before using this dye). It was very different having to be gentle with mixing the bottle and squeezing to apply the foam. But I found it well worth it. The scent is unbelievable (there was practically no smell). This went on pretty good and for my middle of the back hair I had plenty of dye without running out (but I will buy 2 boxes next time because my hair wasn't over-saturated as per the instructions). This applied pretty smoothly with no problems and massaging the color in was very easy. The color rinsed out very nicely and quickly. the was conditioner was also really nice, and left my hair feeling very soft, silky and very shiny (plus had a very nice scent that stayed in my hair every after I blow dried and pressed my hair out). My color for the most part looks good although I did miss a small part which is lighter then the rest if my hair but can't really see if I don't point the area out. I am not sure if that is from my  not rubbing the color enough. Which brings me to a big point, the hair dye is actually encouraged to be rubbed in (which a lot of dyes you cannot do). I will use this again and just rub it in more. It is a great color and at least for me true to the box. I will continue to use this product....I love it.

Pros:
- chic packaging
- promise of no patches (a huge problem for my hair).
- The included directions were a no-brainer.
- There was little to no "hair color" smell.
- it didn't burn like every other product I tried.
- The gloves in the kit were heavy duty and comfortable.
- application was completely easy.
- didn't drip or make a mess in my bathroom.

Cons:
- very highly priced for a drugstore dye (side note: ever thou John Frieda is a higher end salon brand, I really don't like the ideal of having to spend $12 or more on a  D.I.Y. product).
- there are only 20 shades and most can not be used on darker hair.
- colors do run a little dark on some shades.