This is a typical example of dye transfer but froma picture you cannot tell how hard it will be to remove. In some cases dye transfer can be removed with a simple cleaner like Lazy Leather but on other occassions you have to go down the whole refinishing route.
The difficulty is that there are so many dyes on the market (some more aggressive than others) combined with an equal number of leather finishes and no one can tell you which combination you have. This is why it is important to treat it as a process starting with the mildest product and working your way up to the stronger ones - this also means you can stop at any stage if the results are good.
Using a leather protector that works is critical on pale coloured leathers to help inhibit this problem. Customers are very rarely told about this at point of sale so you can have an add on sale by giving your customer some good leather care advice and products when you have finsihed the job.
3 coats after a base coat.
Red still showed through.
It is vitally important to remove as much of the dye transfer as possible before the recolouring process - 3 coats and a base coat seems like an awful lot of product to apply.
There is no magic solution to this problem nor one product that will always work as each individual job is different and has to be assessed in its own right
Hope this helps