L’Oreal Paris Feria Long-Lasting Anti Brass Power Hair Toner, Ammonia Free Demi Permanent Hair Color, Ice Blonde Hair Toner, 1 Application

The L'Oreal company came through for me. I had ordered their product " Iced Blonde" 3 times. The first one was switched purposedly for a horrible metallic grey. I had to spend another $18.00 for color remover and another box of Iced Blonde which was not tampered with. The first one came with a somewhat crushed box but an intact seal. The color is not on the color tube inside the box. Since the seal was secure it never occurred to me someone (in shipping?) would think it cute to change the color. The second box was perfect. The color is perfect so when it came time to order number 3 I did so thinking it could never happen again. I was wrong. Same situation intact seal somewhat smashed top, I took the product and mixed a little in a plastic cup and waited. Its a 10 minute toner so nothing changed and I felt confident everything would be ok. Wrong. Ended with gun metal grey hair. I left a rating explaining my problem and the next day I got a brand new box smooth box top and all. Today I get the color remover and I am back to being a blonde again. L'Oreal came through with flying colors. This being Fourth of July weekend I thought I would have to go thru it with the horrible grey color. Thank You L'Oreal you are a stand up company. Diane Q

Ppl, this is a toner, NOT BLEACH. This product is to use after bleaching your hair to neutralize brassy tones. Works perfect! I love it. Just hated all the reviews of ppl purchasing this product for the sole intention of bleaching when it’s not a bleach product, it’s TONER.

My original review was glowing! The first bottle I received gave me a beautiful natural looking but bright sandy blonde, annihilated all the oranges and yellows from my hair. I loved it so much I purchased it two more times. There is 0 consistency with this product. I strand tested my most recent bottle compared with the same hair that was bleached at the same time and has had 0 other treatment between now and the last toning and came out with vastly different results from the prior bottle. The first time I used it, it gave the natural sandy blonde look, the next time - a murky brown. I figured it was user error and purchased another bottle to touch up some spots that I had missed - this time it's blue... I had to quadruple check that I even ordered the right product. It didn't look the same in the bottle as it had with prior uses, it didn't look the same on my head as it did with prior uses. I'll stick to mixing my own toner because this stuff is a wild ride on whether you will get the same color twice. I do not recommend this product.

The photo does not do it justice, simply because of the lighting. It came out a beautiful icy/silver/blonde For reference my hair was a dark dishwater blonde first. My hair was coming in bright silver and white so I decided to take the plunge. I did tons of research first. This is a TONER not a color. It is used to take out the brassiness the bleach leaves behind. I used L'Oreal Paris Feria Hyper Platinum Advanced Lightening System Hair Bleach, Lifts Up To 8 Levels, and it worked beautifully. I applied it to the back first, wore a foil cap, (ordered from Amazon) Left it on for 15 mins then removed cap and added the rest of the bleach for another 45 mins. It was then a barely yellow cream color. I rinsed it out, using the conditioner but only left it in for 2mins. Dried my hair, let it rest for an hour. The I added L'Oreal Paris Feria Long-Lasting Anti Brass Power Hair Toner, Ammonia Free Demi Permanent Hair Color, Ice Blonde Hair Toner. You have to watch it constantly, because it works very quickly!!! I can't emphasize that enough. It took my hair from a creamy barely there yellow to an icy silver in 5 MINS FLAT!!! I've seen the reviews where it turned others' hair a dingy brown, but that's because it was severely over processed. Again, it works extremely fast!! 5 mins is all you should need, and don't take your eyes off it!! As you can see by the photo it works perfectly. It's a process and you have to be patient and take your time with it. I've subscribed the product that's how wonderfully it worked!! I'll use it until my natural silver/white fully comes in.

Note this is product is a TONER, it deposits temporary color, does NOT remove color. I'm trying to extend my time between visits to the salon for my overall platinum hair (usually every 5-6 weeks). At about week 3, my roots tend to lose the toner that my hairdresser applied, and overall look becomes yellowish (Photo 1). i applied the toner to the roots (2 minutes), left on roots for 3 more minutes, then added remaining color to ends for 2 more minutes for 7 minutes total. As you can see in Photo 2, the overall roots and top color is much improved, but I did get purple staining on the undersides of my hair (Photo 3), which I do NOT like. Last time I used this product, I think I only left it on the roots for the application time (2 minutes), then ran it through for 5 minutes total, and it came out less purple. Not a big deal as a clarifying shampoo or Dawn Dish Detergent will get the purple out on my next shampoo. If this is your first time with this product on bleach blonde hair, I'd suggest starting with 5 minutes total, and go from there.

Not happy with my result. I had a natural black hair now it’s orange. Not worth it.

This works great. If you are wanting a bright blonde I would use this. It gives you more of a cool toned blonde. Works pretty good on darker hair that has the orange cast. If you have long thicker hair get 2.

I bleached my hair and it was yellow, but instead of bleaching it again I used this and it saved me

Removes all brass, gives you a cool blond! I love this toner and already ordered my second bottle! Don’t leave more than 10 mins

Don’t buy it, it doesn’t work at all

Took the risk of using this toner despite all the negative reviews. Clearly, some people cannot read instructions and refuse to actually take extra caution on how the toner works. It is not dye nor is it a bleaching kit. If left on for too long (ie. exceeding 15 minutes), the toner WILL turn a greyish purple and it WILL make the blonde more grey. With that said, this toner took out the most obnoxious orange brassy tones out of my hair and gave it a nice ash blonde. Waited over 3 days to use the toner AFTER bleaching my hair. It's best to wait so your hair and scalp isn't shocked with all these boxed chemicals. I've had ash blonde before so I already knew what to look for. What helped a lot was using a purple conditioner after washing out the toner and leaving that on for 5 min (as per instructions on the bottle) before rinsing completely. Worked just fine for me!

This product is rubbish and fake it didn’t bleach nothing please do not buy it

Didn’t do much