I love this hair dye. I use 9.1 to touch up my roots and the grey coverage is fantastic. It's also great at subtly lightening my hair which is a dark blonde/auburn at the moment. The ash tones calm my red/orange tones nicely without completely wiping all warmth. My greys aren't completely covered but instead come out looking like lighter blonde highlights, which I like because the regrowth is then less obvious to a block of dark colour. I take this product through to my ends for the last 15 minutes or so just to even the colour up and give me hair some extra shine. The conditioner that comes with the colour is beautiful and leaves your hair so soft and shiny. There's enough in the bottle for about 3 conditioning treatments for my chin length hair.
The colour doesn't tend to fade or wash out too much and my hair is left feeling lovely and soft, with a nice amount of shine and bounce to it.
It's probably the best colour I've found available in the supermarket, and the colour range is fantastic.