I like a demi as it fades without demarcation. I've been using a no amonia box dye for years preferring the control in my hands over salon visits (not to mention cost obviously) and I really don't like the prolonged in chair experience. All that to say I realized I could get a by all accounts superior product through CW. I chose the BP as its ridiculously difficult to get an Ash brown in a demi. This gave a lovely result. Was a pleasure to use (better consistency then the box, less messy) and the scent was very pleasant. The colour lasted well. It did fade a bit red but that chemistry. It's going to happen.