First, I've only used this dye in soy wax, but I use soy wax exclusively, so I know that sometimes it's hard to get full, dark colors in soy. I've never had as much of a problem with any dye as I have with this one--no matter how much I use, I always get pink, even when I add some black dye to try to darken it a bit.
My suggestion: use the magenta dye, which--while slightly purple/red--is much darker than this one, and mix it with yellow to achieve more of a red color. I just tried them at a 1:1 ratio and it worked nicely for me (around 5-6 drops/lb of each, but your mileage my vary). You could probably use more yellow for a more cinnamon/orange-red color. I'm still trying to figure out the right amount and ratio, but this I think this works better than CS's red dye, which seems to be too weak to color soy wax well without needing to use excessively large amounts that I haven't bothered to try.