I have been coloring my hair for about 16 years now. I decided I was not ready to go gray yet and I like to play with my hair color. I now have a lot more gray in my hair than I used to and it is harder to cover the gray. It is also harder to keep the color from fading. I have tried many different hair color brands. I have used Clairol, Ion, and Preference by Loreal. I decided to give Feria a try. I bought it at Sally's Beauty Supplies. I am used to being a brunette and my hair color has a red base. I was just about ready to give it up and either go blonde so the gray would not show as quickly or just let it go natural. I don't care what anyone says, gray hair ages you! If you dont' mind, I don't mind. I personally am not ready for that drastic of a change. I took the plunge and went for Spicey Golden Copper. I touched up the regrowth and applied the rest of the hair color to the already treated ends of my hair after a half an hour. i left the color on for another ten minutes. After I rinsed the color out I used a conditioner. I was amazed by the complete coverage. There were no little areas of gray that didn't cover and the color was beautiful. It was soft and there was no harsh, just been colored appearance. I am sold on this product. It has been over three weeks and there is very little change. The color has stayed true and I love it. I should be seeing roots but I don't. It is a phenomenal product and I did it at home. I am sure that the other colors are just as beautiful. I am the most impressed by the coverage and how long that it lasts without fading. I give this product at least a 10 and I feel like a 10 myself.