When this first goes on it is a lovely colour although not quite as purple-ish as I'd hoped. However it is a very good pink. Also it has great coverage. A couple of months later, looking back at its performance, I think this colour is a lot better than I had first thought. It stays for a good long time and doesn't fade very quickly before the next application (if you do it once monthly like me). I am experimenting with other brands to find a good purple to mix it with and it is a great base colour for experimentation.