How long will my belly button be red?

I got my belly button pierced a week ago. I clean it 2-3 times a day with saline and once a day with Dr. Bronner's lavender soap. It looked perfect for the first 5 days, then became a little bruised. Now its red. Not very bad, and it doesn't hurt. I know this is normal? But how long will it looks red? Does it mean I'm cleaning it too much or not enough?