The first time I used this, it worked pretty well but afterwards it did not. If you have light brown hair and down to a blonde including natural red hair then this product should work for you. I am a natural auburn hair woman and I had to use two boxes and I also used a toner to tone out the yellow. I would say the product isn't so bad. Not so sure if I would continue to use it.

je suis très déçue du résultat pas du tout indiqué pour tout le monde même si la boite indique que ça fait le travail. Une décoloration doit se faire en salon je crois . à laisser mes cheveux abimés +++ .

I've been bleaching my hair continuously for over a year now, every 6-8 weeks. Usually I just go with whatever very light bleach is on sale, which happened to be L'Oreal's Feria Absolute Platinum this time. The first thing I noticed was that application was much more difficult with this stuff. The tip is very small and hard to get product through.
I let the product sit on my roots for about 30 mins (they grow in a rather dark blonde) before coating the rest of my hair with it. It lightened very slowly. In total, the product was on my hair for about 2 hours. I immediately noticed some spots lightening faster than others. After I rinsed and dried, much of my hair was left still brassy and yellowed with only a few very light spots. Overall, the look is very patchy. This is probably a combo of my amateur application and the tricky tip, though I wouldn't rule out a poor formula.
I won't be buying this product again. I'm glad I was only bleaching to dye pink overtop because this is probably my worst bleach job ever.