Schwarzkopf Live XXL Colour Intense Permanent Coloration 00A Absolute Platinum

Didn't really have high hopes for this as my hair is naturally really dark, I did a strand (well a bit more than a strand test) and it hardly did anything to my hair except for make it a little more golden.. so I put it all over my hair (I used 2 boxes as my hair is very long and thick) and left it on for an hour... I was shocked by how blonde it made my hair, especially at the roots, it was bleach blonde.. it was patchy as I did it myself, and actually looked quite horrible.. but I really did love the blonde colour at the roots, and could imagine it would look really nice if my hair was all that colour. I put red over the top of the blonde and it looked so nice!

This is the best shop brand I have ever and will ever continue to use when dying my own hair. My roots come through brown and this actually lifts it to blonde, yes it has a slight brassy/yellow tone but you need to use a good toner on top anyway just like they would at the hairdressers.Definitely recommend

This is practically a bleach (if you put the powder into the mixture as well). Makes your hair yellow brassy or orange (as you can see it on the picture). I needed it for a base for blue hair color and it was just perfect for that.

It made my hair very blond at the top (I'm a light brunette/dirty blond) but my middle/end section remained pretty dark even though I used 2 of this product. It would've been better if there was more in a pack. Not everyone has short thin hair of equivalence to this dose.

I had natural dark hair and never dyed it before. I’ve had a perm done, so the curls aren’t natural and I was expecting for the hair dye to cause a reaction or ruin my hair but it worked amazingly. Shall use it again. I didn’t achieve the blonde I wanted but was expecting that because of my hair colour, but I also didn’t get the ginger hair colour that most dark hair people get dying it to a light colour.

Always use this to lift my roots so I can dye my hair purple. Good quality and happy

Just brings hair back to light colour instead of being dull, do need to conditioner hair twice after washing it off as its dry but conditioner twice and it's fine.

I used this dye a while back as I really wanted to have platinum blonde hair, and after seeing good reviews about the product I thought I'd give it a try. My hair was already highlighted quite blonde, with some bits of ash blonde and light brown.By looking at the colour chart on the box, I was almost positive that my hair would be platinum as my hair was the colour of the lightest shade, but to my absolute horror my hair went bright yellow! There were a few white strands but I left the dye on for a bit longer than advised and I still didn't achieve the hair colour I wanted.However, a few weeks ago I decided I wanted to be adventurous and try PINK HAIR! Bit crazy, but I knew that I had to bleach my hair first to get a good pink colour so I used this product to make it as light as possible. It still went quite a creamy yellow but because it was so light it was a great base for the pink hair :DIn conclusion: NOT a great product for platinum hair (unless you use it in multiple sessions), but GREAT product as a base for lots of bright colours such as pink, blue, green etc.