This conditioner builds up over time so don't expect instant results, try and leave it on as long as possible. The final colour depends on your natural colour but it's not red , it's pinkish on lighter bits and purple on darker bits. I like the tones it gives, nicer than a flat finish. I used this to grow out a permanent colour as I was going grey and wanted something more natural, it blended everything in nicely. Once I'd got to my natural state, after a while I went back to it...if I can't have pink in my seventies when can I!?