I bought this because my recently dyed ginger orange hair was fading pretty fast. The first time I applied the product, I just used my hands and left it in for about 15 minutes. Upon washing my hair, I realised that a lot of the product had not 'stuck' to my hair so I ended up with patchy orange-blonde hair!
I did it again the next day and combed it through this time, and left it in for almost 20 minutes. The result was super bright -- too bright for me, and definitely more of a copper rather than a ginger colour. It would have been great if it was the colour I was going for (natural ginger).
I tried to wash it to make it fade fast, and washed it about 5 times with anti-dandruff shampoo and dish soap. It faded a little bit, but I was surprised at the retention. After going to the pool and washing it once more, it has faded again but still is super bright. I am concerned that it may have stained my hair (as has happened with me before with coloured products, but I thought red would wash out quickly).
Overall, if the colour is suitable for you-- definitely buy this product. It made my hair super soft. However, if you're going for the natural ginger look, this isn't for you.