About a year ago I really wanted to change my hair color without the commitment because I really did not want to wait for my hair to grow out in case the color wasn't right for me. I was reading Cosmogirl and there was an ad for a new product and a free sample mail in card. It was called Loreal Color Pulse and I swayed my mom into going to the store to check it out. What really swayed my mom was that it was non permanent and contained no ammonia or peroxide so it doesn't damage your hair. It lasts for about 8 to 10 hair washes ...about a week and a half for me. I got the chilled plum color which turned my dark brown espresso looking hair to a really nice reddish brown. I ended up trying a couple of other shades but this was my favorite. I had longer hair then so it took about two bottles of the mousse. I like everything about this product first it was affordable about 3 to 4 dollars per bottle. It was very easy to apply as it comes in a mousse and you just have to spread it in your hair sort of like your shampooing it. I used the first bottle to coat it all around my hair then the second for any places i might have missed. Third, it doesnt smell like a hair dye it has a nice scent when applying and it leaves that scent on your hair after you wash it out. Lastly, the color looks awesome and amazingly this product leaves your hair feeling REALLY REALLY SOFT I could not stop touching my hair. The only bad thing is that I haven't seen them in the stores for a while and have to hunt them down.