I have been a faithful buyer of Natural Instincts Hair Color since it first arrived on the market. Previous changes to the product did not seem to affect (1) the basic color choices; (2) the terrific shine that lasted for at least two weeks after use, or (3) hair softness, which also lasted a couple of weeks. I have tried the new formula several times now, in a couple of different shades, and am wholly disappointed. My hair has neither the silky feel nor the shine it once did with Natural Instincts. I am searching online and at Walgreen stores for boxes of the old formula. When I am no longer able to find them, I will begin buying a new brand. I will not buy the new product again. I've seen a great number of similar reviews of this product across various beauty review sites; many, many customers are finding other products from other companies to replace once-great Natural Instincts. Here's hoping Clairol considers a return to the old formula, with a massive ad campaign (a humorous apology would win many hearts) and coupons for former customers.