This product is from the féria line from L'oréal, and it's nice because it can bump you up to 7 levels lighter. This particular one is nice because you can control how light you go and where you want it to go. I purchased the hair color for about $4 at Ulta (normally $10, still so affordable), and was over the moon how pretty it turned out. Another great bonus about this product, was that I have sensitive skin, and this dye did not irritate me at all. The "Féria" line also makes beautiful dyes for darker hair as well, I've tried them all and they have not compromised my hair. Make sure if you do try the platinum series, that you use a blue or purple shampoo while it's processing (it works like a toner).
