content: Just ordered this about a week ago, recieved it two days ago. I bought this because I wanted to lighten my medium auburn colored hair but I didn't want to bleach my hair. I wasn't expecting to turn out the light blonde color shown on the box because I knew no hair dye could do that when my previous hair color and the shade of this are so different. Anyway, it did lighten alot and I'm now back to my strawberry blonde hair color. Works great!