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Why wont my hair go the colour I want!?

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Okay so my natural hair colour is darkish brown & I dyed it a reddish colour but that dyed out & it looked good for like 1 day but no one noticed, Tnight I dyed it a 'cyber purple' and it looks black but in the light like realll red. Why will it not go totally red or purple!? Lol I know it might be because of my natural hair colour but some of my friends have dyed there hair and it goes like oviously red or w/e. & what can I do to get it red? Thankyou (: