Has definitely made my hair blonder, and doesn't smell quite as strong as similar products.

It is what it is. Smells a bit intense but works as expected. Does leave hair a little brassy but the hair tones down eventually. I would use from time to time only and sparingly rather than to achieve a completely different shade. Helps blend roots with highlights. It is meant to enhance rather than be used instead of going to the salon. Not too sticky. The john frieda one is also good but more damaging than this.

I've used others before, but I always hated how coarse and dry my hair felt afterwards, and I often got a brassy tint (I'm a natural blonde with warm undertones). This one, however, leaves my hair feeling and looking great. It might take more applications to see the desired result, but I actually don't mind using it every week at all because it's so gentle to the hair

Keep in mind that it is a hydrogen peroxide-based product. I've only used it a couple of times, until I get the desired color, always using a blue conditioner so it doesn't look orange.

Seems to be working, my hair looks a bit lighter than naturally. Smells pretty strong coconut