I usually use another brand, but I purchased the product because the model had darker skin and hair and the colour on her looked exactly like what I wanted. I followed the instructions, I have short hair so I wasted most of a bottle of dye. I couldn't have been more than 5 minutes over the time in the instructions (I started timing when I was finished with application, so it had been on a few minutes) but my hair is only slightly darker and even in the light it doesn't look purple. So much for Power Violet. Now, this shimmer nonsense is everywhere, like I was rubbing white eye shadow into my hands. It got in my eyes and irritated them because I didnt realize it was on my hands at first. This product is horrible, and I have to wait until the weekend is over to even speak with someone. Very unhappy.