I used the same brand and color of hair dye for 20 years. On my move to the UK I kept using the same brand and color, but here maybe because of the water or other factors, after 1 month my hair was already all faded and stained. So I practically had to do another coloring at 40 days. Some time ago I received this hair dye from Schwarzkopf and I was surprised. The color fixation is much longer (about 3 months), it doesn't fade as fast, it smells great, the hair is extremely shiny and the strands are thicker. I found it much better than the brand I used before which is also a good hair coloring brand. Anyway, I have now adopted this brand as my favorite and I believe it was a good change.