Color is not reddish - copper color!
Looks nothing like the box - was mousey brown not even the slightest bit of red whatsoever. Had to get Ion Color Corrector to remove this color and used Ion copper blonde and that came out great! To be fair, her hair was lightened and colored previously but the last color used was strawberry blonde which didn't come out as red as she wanted. Maybe this works well on people that have red undertones to their hair already which she doesn't, so it just turned it brown.