Clairol Blonde It up Permanent Hair Dye, Platinum Bronde, 270g

AminoLift Technology lifts pigments inside the hair

AminoGlycine Complex helps protect hair’s natural keratin and protein, and helps keep its structure intact

Hair up to 5 levels lighter with no bleach

Conditioned, soft hair results

Shimmer Lights Violet Toning Mask: use it immediately after lightening for a cool neutral tone or 1-2 weeks later to prevent brassy tones.