I really like this dye. It's the perfect medium between pastel lavender and a deep purple color. It does fade obviously a lot quicker than the Ion Color Brilliance Purple, but the color is great. I re-did the purple section of my hair just recently and it's lasted a lot better than the last time I dyed it but it could also be I made the section larger so it's more noticeable. Tip for dying hair, literally massage the color into your head. I know it sounds corny and cheesy, but it's helped even my hair color and make it last longer. It's really comparable to the manic panic color and it fades nicely into a lighter color and that icey-blue color.