I used this product last week because I wanted to go platinum and the box claims to lift your hair colour up to 8 levels. It absolutely does NOT. My hair was a very light brown before (probably 3.5 steps down on the colour range on the box), and it made my hair go ORANGE (and I even left the product on 10 minutes longer than the instructions indicated to). Now I wasn't expecting it to lighten to the platinum colour on the box by any stretch, but I didn't expect the colour it resulted in. It wasn't dark orange, but it wasn't a light orange either. And the "purple" conditioner it comes with? It's definitely blue. Which should counteract orange (purple counteracts yellow), but it had absolutely zero effect. So I immediately used it a second time. Still no change. Ultimately I went back to Shoppers the next day and bought their bleach packets with the corresponding activator in a 20volume and used that. So, if you're looking to lighten your hair with this, I'd highly urge against it and to go with their bleach packets. All this resulted in was me having to bleach my hair twice (once with this and again with the packets), doing double the damage to my hair. Also, my hair is fairly long (about 7 inches past my shoulders) but is very thin and I don't have a lot of it, so I figured one box would be enough. It was not.

The roots of my hair turned out really nice and red, but after the first wash, the ends if my hair were completely brown like my original hair colour, almost like I never dyed it. Definitely NOT permanent, would not buy again.

I used this to tone my hair after using the L'Oréal feria bleach level 9 lift. It's pretty decent for a drug store toner

Love this colour and how it makes my hair feel and look. The first time I used Feria Deep Copper Blonde I was surprised at the colour my hair turned out, but loved it! It made me feel empowered, and I haven't looked back. I use this once every 8 weeks and my hair hasn't been damaged. Definitely 5 stars for me.

UsedB61 and my hair turned out brown with grey greenish tinge how can I fix it

Seriously mad "leather black is reddish blackish I'm so disappointed this is my first time trying this hair dye and so far this is the worse I'm sorry even the dollar store hair dye works better than this

I used this all the time love love it and I have black hair with blue and take out then I did tanner after love it now I carry this in my solan

I have been using this dye for years and have never had any problems. It's easy to use and the colour is gorgeous! I noticed this particular shade was on clearance and I really hope Shoppers does not stop carrying it as it has been my "go to" brand since they stopped carrying the Perfect 10 Blonde shade.

Tried Feria for the first time in 62 iced brown, it did not cover grays well. I was hoping for better from L'Oréal

I tried to darken my naturally white hair, and used the Feria cool brown and it turned it a dark gray/blue colour. Definitely not pleased with the results, had to bleach it out and tone it.