I was VERY lucky with my results, my hair was platinum blonde, decided to go brown so did a red filler with loreal "mocha" which had golden red-violet tones, so my hair was a very dark reddish-orange color in some lights & a chocolate brown in others...it was way too dark for my skin tone so I was looking for something to cool it down & take out all the red/orange in my hair.

Which is exactly what this stuff did!! Now my hair is a soft cool brown with no red/orange, the prettiest brown I've ever had. It did lighten it a tad, probably cuz that dark red wasnt there anymore!! Therefore I suggest this to someone who did a bad job on their hair like me & needs to get that fugly red/orange out, I dont know how it would be on anyone else (since u werent "suppose" to use it on previously dyed hair)

p.s. b4 I colored i smothered my hair in supple-touch keratine spray by redkin & after I colored I used aussie 3 min. miracle so its not so damaged :)

I'd definitely buy this product again if I knew what the hell I was doing and could substitiute the developer for something of higher quality. It said 25 vol on the bottle, which, if I'm not mistaken, is actually weaker than the standard go-to developer.

Malishka hit the nail on the head; the color is actually really pretty for the first week, and then it begins to fade... my hair is one, maaaybe two shades darker than the box color, so it's not like it had much lifting to do. Yet still it couldn't handle the job and gradually began looking like orange juice in some lights...very strange.

All that being said, the orange juice color actually got a lot of complements; the point is, it was NOT a cool brown, and the developer was NOT high lift

by the way, I used the "Downtown Brown" color

I am using this color/product for the second time to see if I can get better results. The first time I used this product it did turn my hair lighter, but you could only really see the difference in the light or sun (dark brown to a shimmery brown in the sun). I also didn't listen to the instructions and colored my hair all over first instead of just the lengths and got the result of lighter roots and darker ends, but I was satisfied for the ease and price. This time I am doing my ends first and then the roots... it will be done developing in 15 mins so I will reply with the results after that!!!

So I am back! The color turned out even this time, and got a little brighter actually so it looks lighter overall and more balanced. I suggest following the instructions and starting from the back/crown of head for best results. It came out a caramel color - not at light as the box but about 2 shades darker like the ones pictured in the sample boxes above.

I dyed my hair with Brazilian Brown hoping to fix my natural roots color that was everywhere; also the different levels of blond in it. I hoped for the best and followed all the directions. 25 min. leave in I was kinda worried it didn't feel soft but not fried either. So I put in the conditioner I didn't time it maybe 5 min. who knows. Anyway I blow dried it cause I wanted to see if it was lighter than it looked. I was pleasantly surprised with the outcome the softness is amazing and the color great. I am very happy. You wouldn't know my hair was damaged at all.

LMFAO. Today, (6/24/12) I used this over what was my reddish-toned hair. My hair is currently green. I can't stop laughing at myself every time I pass by a mirror. I look like an old lady!! Bwahahahaaaa! Most likely wasn't the product's fault. I would most likely try again after having a brown base. That seems smarter. Oh well! Back to the drawing board!

From reading the other reviews, its clear half of the reviewers failed to follow the instructions that come in the box.

*First- This product is formulated for REALLY DARK HAIR. For best results, use on REALLY DARK HAIR. if you already have hair the same color as on the box, no shit you arent going to achive good results!!!! I have been using this product since 2007 and it is a godsend.

*Second- My natural haircolor is JET BLACK. The only time Ive ever had an issue with this color is when I didnt read the instructions, and just assumed it would come out right.

*Third- I have never had an issue using it over dyed hair. In the spring/summer, I use this over my dark winter color (chocolate brown) and new growth (jet black), and then add blonde highlights. All it does is strip the brown color, and lighten it up. Times when I have done my new growth and have gotten the product on my highlights, it has temporarily turned the highlights a gray color. This washes out in 2 washes. In fact, I just put this color in a few days ago over my old color (2-3 applications of chocolate brown, that has been washed out for about 8 weeks) and 4 inches of black roots. It came out perfectly. The key is to......

*Fourth- FOLLOW THE INSTRUCTIONS. For all over color, do the lenghts first, and then the roots. I promise you will notice a difference.

The result I get is exactly what is pictured on the box. Im pretty sure on the box it says something along the lines of "redder hair will yeild redder results ect ect". You have to know your hair type and what you already have in it will effect the outcome. If you dont like it, go to a salon! I will continue to use this color until the day I die!!!

My hair is extremely dark brown, thick and waist length. After having my natural hair messed up at a hair salon i decided to not go back to have it retooched after my roots grew out. After seeing this hi-lift color at Target I decided to try it. I LOVE this dye. I have been using it for two years now!!!! My hair is always very lustrous. And usually i only do the roots..today, i combed it through all my hair and my hair lightened more...I have a Mariah Carey/Beyonce dark blonde color--beautiful.

Definitely false advertising... I didn't really think the color would look exactly like the picture on the box. But I didn't think it would look ridiculous! I followed the directions and my roots lightened to a lovely orange-blonde color while the rest of my hair remained the exact same color it was to begin with. I will now have to put on a hat and head off to the salon to have this mess fixed!!

Don't expect the results on the box if you have naturally black hair X_x
I used B61 over my naturally black hair and my blue streaks that were fading to greenish in some parts. (They were bleached to a pale gold before then I used punky atlantic blue.)
it didn't come out tooooo brassy but still brassier than i had liked. Also it was maybe a 2 lightening when I had hoped for 3 or 4 (though, i wasn't expecting it anyway haha)
I did it twice and now I'd say its a 2.5 but 3 in sunlight.
I found it looks chocolate in indoor lighting and slightly more coppery in sunlight. No ash whatsoever.

As for the blue and green in my streaks they got darker and more muted and the green turned teal. So I guess you could say there was a blue base somewhere in there.

The smell was aaaalright. It is vol 25 developer so.. not the most natural, pleasant smell. Totally normal.

The conditioner it came with is really thick and repairing. I can't believe how porous it felt before and how silky it felt after.

In short, if you have black hair and want to lighten it a shade without going TOO TOO coppery (because I know straight bleach will turn your hair orange straight up) give this a try.

oh and try and avoid hot roots by doing your roots last ;3 It kind of happened to me the second time because I wasnt paying attention but it's not that noticeable

Do not USE THIS PRODUCT IF YOUR HAIR IS NOT VIRGIN! I have dye in my hair from months ago and about 4-5 inches in new growth and the new growth turned blonde (my natural haircolor is dark brown) and the rest was lightened but very little. I left the product on for 30 min like the instructions say and the new growth color is very brassy. This is not a honest product! I will be needing a hair trim now too because this stuff damaged my hair and it was healthy before hand. I have very thick hair and my hair is to my shoulders and I needed two boxes to completely cover all my hair. Please dont buy this dye its not worth the money and you will end up spending less if you just go to the salon. I will be covering up this mess with the Revlon Honey highlighting kit so I will write a review for that and let everyone know how well it worked to cover this mistake. Hopefully it works!