I like the colour (#564) and it doesn't fade terribly fast (although, it's a red shade so the time it stays vivid is still typically disappointing). It also covers my few greys well. Although it does contain ammonia, it's much gentler on my hair and scalp than most non-ammonia dyes I've used. Also, even though this shade is supposedly for dark hair, I used it on my light-medium hair and was really happy with the result--good colour that actually looks natural. Don't hesitate to try it if your natural colour is on the lighter side. Will keep buying this one.