Where to buy permanent fire truck red hair dye?

L'Oréal's professional line has a high-lift color for naturally darker hair. It comes in a bright red, bright copper, and I think a magenta. You can find it at Sally Beauty Supply. However, being as it's a bright color, it can fade rather quickly, so it is recommended to shampoo less often and with lukewarm/cool water, and use a temporary red in between touch-ups...it sounds like a bit if work, but do what you gotta do to keep it fresh!