The colour is the brightest red I've seen in a long time and doesn't look like it will fade to pink. The dye itself was different to most others as it involved powder and developer instead of bleaching and dyeing separately.
Overall I was pretty impressed with the kit. It came with everything you could need (and then some!). We didn't use the foils since we were just going for a solid colour. The instruction booklet which came with it was excellent, especially for people who aren't used to dyeing their hair. It's all explained very carefully and gives a few ideas of different ways to colour your hair.
Another thing to look out for is that it is somewhat damaging (contains a 20vol. developer) to your hair so I wouldn't recommend it to anyone with already very processed hair.
But guess what? It's not permanent.