As of Thursday of last week, I am an Adore fan. I used the "Mahogany" rinse/color after re-coloring my hair from a terrible mishap. Anyways, I believe that Adore is the reason for a lot of the shine my hair has. I put the rinse on myself, and the next day I went to the shop to get my hair done. Despite my hairdresser washing my hair 4 times (shampoo/condition/shampoo/condition/rinse), the color still held strong and was really visible even when I wasn’t outside in sunlight. I don’t feel the rinse was damaging at all; in fact, it was more of a conditioning treatment to me, like Jazzings by Clairol. Both of those rinses gave my hair more of a soft feeling after using them. However, Adore is a keeper!