A few days ago, I tried it out and was not at all pleased. I can't find any real benefit to this concept. It smelled and was difficult to use.
The mixture smelled far worse than any of the major brands I've used. It was horrible and made my eyes tear.
The top appeared to be a pump top and it took me a few moments to realize it wasn't at all. You put the top on and then you need to squeeze the bottle to get the foam. Personally, I prefer a standard applicator bottle where I could put the color directly on my hair when necessary. When I tried to do that with the foam bottle, it was very difficult to direct the foam in the correct place and it made a mess. Plus the bottle is a bit cumbersome to hold that way and squeeze.
This was by far messier than any of the other standard boxed hair dyes I've used. The foam had a bit of a mind of its own and splattered quite a bit. My bathroom looked like a crime scene with all the red splatter.
Maybe it was just because I've never used foam hair dye before, but I found it far more difficult than the standard thick liquid mix. I found it difficult to tell when the hair was saturated. The foam isn't very thick, so I redid the same spots quite a bit because I just couldn't tell if they had enough product.
On the plus side: I love the color. It's even and is true to the box. My hair isn't dry or brittle at all. The included conditioner works well and, unlike other brands, Clairol's foam includes two packets of conditioner with the instructions to use one a week after dying. I like that a lot. The package also came with gloves that were more form-fitting and comfortable than those that you have to peel off the instructions which are pretty standard in most boxed dyes.
That being said, I just don't think it's worth it. The retail price is a bit higher than some dyes and considerably higher than others. I think some of the kinks could be worked out with repeated use, but I don't think I could stand the smell and the cost to the point where I could try it again.
I love the color, but was very annoyed with the process.