I recommend Aveda color for anyone wanting to get hair color for the first time. I went from a dark brown to a ginger red for a full foil and it came out beautifully. She lightened me to a blonde first and then added the toner for the color. Not only that but I've had no damage at all and it's been about 3 months. I've had no breakage, my hair isn't any dryer than usual, etc.
Anyways.. just wanted to share information. My red isn't fading too bad even with the frequent water usage. (Though i've been using a red based pigment containing conditioner once a week as well) and no issues with drying.