I LOVE this colour!! it last soooooo well, I cannot stress enough how well! It's the best red I've used and I've been a red for over a year. I dyed it over 3 weeks ago and washed every other day and a few times on consecutive days and it doesn't even need touching up! AMAZING! Rub off is minimal but even now when I wash it, lots of red comes out in the wash but it doesn't noticably fade once washed! it has obviously lightened up over time but it's even and still a rich beautiful red. ooh DO use heat as suggested on the bottle. I also have enough left in the bottle for maybeee 2 more full dyes. Will totally buy again!