Ion rep called me and was less than thrilled to have to talk to me. I could hear the pain in her voice. She spoke to me as if i was her bad child. My hair was light enough, I used level 10 developer 2oz per color tube, left on 40min. Lightened my hair but zero color. He rep who called me assumed I didn't follow directions. I have used Ion colors for years always getting the desired color. Why did this rude rep even call? Such a waste of my time. Still out $18 for color that never developed! That call had zero customer service and too much persecution. I added before and after pix. It turned my dark brown roots caramel. No titanium. User's recommendation: Don't expect any help or apathy from Ion reps. They give zero *** about your unprofessional attempt at hair color.