Hi Alex,
Every person has different threshold to DHA, some people are simply more sensitive to it. Our Original collection can be left on skin for 2-6 hours prior to rinse off, some people are happy with the colour after 2 hours yet some like the colour after 4. It is all about finding the right amount of time for that person, but with Coco in particular, we never recommend leaving on skin for more than 2-3 hours the first time around.
When your hubby rinsed it off, how long was he in the shower for & did he use a body wash to rinse? This is the most common mistake that clients do when changing from a different brand. The first rinse should be just that - a quick rinse with warm (not hot) water & without introducing any new product to the skin like body wash or shampoo. The first rinse simply gets rid of most guide colour & excess DHA that the skin doesn't need.
Full colour then develops over 12-24 hours.
Perhaps you can try Nights on him next time or maybe leave on skin for a bit longer and please let us know how you go!
MT
xx