This advertises as being a vibrant violet color in a permanent application. Unfortunately, it's not even remotely close to violet. It's more of a dark brown with a slight redish tinge to it. I put this on my sister's dirty blonde hair and you couldn't see any sort of purple at all. I eventually had to go back and put some intense dee purple demi dye over the top to get any sort of purple results. Also, my main issue with this, aside from the obvious color formulation issues, is that you look in the box and on the tube and it says "see box insert for instructions". There were absolutely no instructions to be found, anywhere. I know how to mix dye in general, but this one left me confused due to the wording on the actual product. I did my best to mix it how I thought it should be because I had nothing to give me any clues. If you're looking for a vibrant violet permanent color, this ain't it, folks.