Preference Permanent Luminous Hair Colour, Ultra Platinum | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results

I had like copper, patchy hair from using hair stripper on black box dye, and I've had reds and everything in my hair, my natural colour was a honey blonde and after 2 bottles of this stuff on its gone light enough for me to dye it back to my root colour! The copper isn't completely gone so if your trying to go platinum you may need to do it again with 2 bottles after

Great however needs two applications on brown hair .

Honestly I didn’t expect much of a box bleach, I even tried to return but since I couldn’t I gave a shot and was worth it. It lightened my roots to a very pale yellow with only 30 vol developer that comes with the box and my hair didn’t snap, it looks and feels healthy. It doesn’t come with a toner so you need to order one. I wish I had ordered more because one box was enough for my roots, but I wanted to bleach wash the middle parts of my hair and one box covered well but not everything. So I would say one box for roots and 2 boxes for middle part for a bleach wash.

This used to be my go to product after bleaching twice I would put this on and usually get to a yellow level 8/9 easy, didn't wanna bleach at all so went for the high lift option... before this I used garnier D+++ both have always worked 🤷🏽‍♀️ again I have virgin level 1/2 hair so the high lift option is annoying it's longer but I'm doing it for hair health? Anyways this item does work but not as good as it used to, maybe what 2 levels of lift in my hair, if your one that's a mousey brown? Naturally you could reach the box level in 2 goes, easy but if your hair is Asian or carribean level dark black then it's gunna take 4 maybe 5 attempts to even lift to maybe a level 7/8 AGAIN I used this because I didn't wanna use bleach, my hair is pretty healthly the sections of hair that was slightly lighter are now a honey blonde compared to the ed sheeran ginger I was. I STILL am ginger it's just noticeable in real life, probably would of been more ginger if I didn't use my blue toner, again if your dark like me violet toners won't do jack, if your anything lower than a level 5 probably wouldnt recommend this product of your trying to do what I've done then maybe bleach once before using this product and deffo by blue toner the one that comes with it reduces yellow tones Not brassiness, I want to keep my already blonde ombre which has grown out, so attempting to do this lightening as gently as possible, can't fault loreal for how smooth my hair feels I was scared I might of had major breakage I didn't. W/bleach my hair would be like straw by now and it isn't, again my hairs all virgin last time I used this was 3 years ago on dyed hair..... and it worked amazing hence why I think something's changed I expected the lift to be better. I would either use this one or the ultra light pearl blonde one, can't find that one but that was the ONE 11.12, I genuienly can't complain least my isolation hair is coming along LOL it's just im certain the level of lift is less than 8 LOL If your a natural light ginger or light mousey brown go for it your gunna need 2 boxes, this product kinda works great if your a dark blonde that's what it's intended for.... anything darker its gunna be a fanny ache to get the desired result deffo need to find the other one im on about 🤣

Good

This is literally the only hair dye that works on dark hair. It lifted my hair 2-3 levels in around 10 minutes! That’s all I wanted so I washed off after that. My hair was the darkest of browns & it took me to a very light brown. My daughter used it on dark blonde hair and it lifted it to a very pale yellow, after adding a silver toner she now has near enough white highlights! Both our hair is in excellent condition and smells lovely after the conditioner

Great colour

The best drugstore bleach! I've been trying to lift my hair in the professional salon for ages and none of the hairdresser been able to do it. I've neve been happy with the results and paid fortune 😕 with this product 20 minutes and toner afterwards and I've never been happier with the end result 😍 I totally recommend

Great product. Doesn't damage your hair. Been using for years.