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I got this after comparing a few different bleaches in sallys and what made me want to get this was because this said that it had a built in toner. I did get this for highlight ( I dont really want to go too far into this because I already done a whole experience post LINK : http://www.luuux.com/health-beauty/highlights-and-lowlights-my-hair-balayage?blog_id=17929 ). The instructions did call for 40 vol developer for ice blonde hightlights but I only wanted to go with a caramel colour,so I decided to go with 20 and for it not to be so damaging for me hair. I left this on for about 20 mins and this did come out a lighter caramel colour, which I did like. But my big problem was that this made my hair go very orange!Now I am not sure if it was the fact that I didnt go blonde/white,but I still dont think that it should have turned that orange. I did like the lightness that it went, it didnt damage my hair that much and I think that this would be a very nice bleach to use if you are going light blonde,but not if you are wanting to stay dark blonde or brunet. I had to then go and get a toner,which I will be doing review very soon!