I do agree that the applicator bottle is terrible - it's a poor shape and slippery- and because of that I do downgrade the "easy to apply" section. However, if you're coloring your own hair all the time, I really suggest you buy your own applicator bottles, I have one with a line of 8 applicator tips so that I don't have to spread my hair every 1/4 inch, it does that for me.
This is the best non-ammonia based permanent hair color I've ever used. In fact, as my hair grows out the old color I was using, I can see how much healthier the Olia-only hair is compared to the other stuff. It smells better than any hair color I've ever used, and though I don't recommend it, you could actually use it in closed room without killing yourself.
This is the best haircolor I've ever used. I've been dying my hair for over 15 years and this is truly amazing. I had to recently stop going to the salon and switched to doing it myself and this is truly worth it. I saw the otehr reviews about the applicator bottle, and this is something minor but worth the hassle to get the great color and gray coverage. i used a 5.3 shade medium golden brown and it was amazing. my hair never felt so soft, shiny, and healthy! will continue to use this. love it!!!