I purchased this product once before and was very happy. These dyes aren't noxiously strong in scent, and did not irritate my sensitive scalp. The colour is very vibrant and the developer bottle has measurements on it for easy use.

the professional colour i've used for about 15 years suddenly requires a license to purchase so i've been looking for a replacement. i tried a brand offered at the same place i've always purchased, but i found it faded really quickly - about 3 weeks - and as i use red, i've gotten use to a product that doesn't do that anymore. as i wasn't really certain what brand to try next i asked my sdm cosmetician about the ice cream brand and she said they sold a lot of it.

the big draw back was that the colour samples, attached to the shelf, and not in a book as i've become used to, were under a very strong direct light so it was really hard to tell what colour you might actually get from the dye. also because there wasn't a colour chart available, there was some guessing to be done in the store. although i'd wanted to go a slightly lighter red, i opted for a medium colour in the '5' range, in part because they were a bit low on stock because the product was on offer that week.

i read the instructions and when i went to pierce the tube this dark liquid came out and made a bit of a mess in my bathroom. i'm guessing that this tube sat on the shelf for a bit and if i'd known i'd have squished it up a bit. at any rate after a bit of a clean up, i continued on.

overall the colour has been good, although it's only been a couple of days. the dye isn't so harsh and my usual habit of using a deep conditioning spray for a couple of days has worked well. we'll see how long the colour holds but if it's successful i'll be impressed that i can get something decent at the local shoppers.

Recently tried this for the first time. I was looking to go a lighter blonde that wouldn't be too yellow. It's easy to use with great results. I got everything I wanted with Ice Cream and more...lots of compliments on my new shade of blonde. A new go to for me.

In school i was taught how to use professional hair colour and the benefits as opposed to regular drugstore brands, but after I let my student license expire. (just for hair not my make up one) And didn't want to drive an hour each time to a Sally's for hair colour each time. I decided to give the Ice cream brand that Shoppers Drug Mart carries which measures and mixes like other professional brands. I am so glad I tried it out, the dye doesn't have a strong ammonia smell and you can smell the aloe, lin seed oil. The colours are vibrant and really gentle, conditioning on your hair. I absolutely love it! I've tried their blonds, reds, brown and blacks. I have never had a bad experience with any of them.

Tip: to go darker use 10 vol emulsion peroxide, to go lighter, brighter a bit use 20 vol and for dramatic lightening use 40 volume or bleach first then deposit with 10 vol. ( Each tube has instructions..)