This colour went really dark, very fast, and left my hair green/blue, I only left it on for 5 minutes as I could see the pretty much instant disaster. Spent the rest of the evening washing my hair with baking soda. Terrible. Don't use it.

I usually use Loreal preference 9.1 but bought this colour because I thought it would have better grey coverage but still be the same colour. Big mistake. My hair is now darker with grey ends and other bits look brassy. I’m not sure what I can do to correct it. I have been colouring my hair myself for over 20 years and have never had anything like this happen.

I am disappointed with the result of this colour on my hair... I have bleached hair with light ash brown regrowth so I was looking for a colour to deposit some golden tones and & lightening up the regrowth slightly.... Unfortunately my bleached hair turned out grey and dull - nothing like the colour on the box at all... I only left this colour on for 10 minutes as I noticed it was turning grey.... I think the picture on the box was misleading...

I've purchased 9.1 today. Apply exactly as directed. I purchased this 9.1 because my own hair colour is also ash blonde Roots became Copper and rest of hair platinum. How can i correct it.

Used this colour on blonde hair quite a lot of grey. My colour now is a horrible dull, dark grey and that is after washing it four time. My niece suggested I use head and shoulders shampoo and that should lift the colour ( wish me luck)

I am a light brown and used 9.1 ash blonde. The colour coverage seems ok as i had darker roots (from balyage) which the product seemed to even out quite well, but the colour has gone a little brassy (needing a toner) and most importantly it did NOT cover any of the stray grey hairs at my roots!! I'm disappointed! Not recommended! Try a different brand.

Don't buy this crap hair color. I do not bother to read review for a hair color as I could never ever imagine that a hair colour can turn my creamy blond to a nasty dull greyish blue color. My hair is now almost very dark grey. I don't even want to go to work tomorrow with this horrible old lady uneven grey hair and I have no idea how I can fix it, so sad, the worst hair color

Hair is now 3+ shades darker and a grey/blue/green mess!
I can't even describe the colour and the chemical smell is atrocious compared to other dyes!

How is it even possible for L'Oreal to sell this knowing it is nothing like the colour described and stated on the box!

This is not blonde in any way. Looks nothing like the colour chart on the box. Worse it's a horrible dark grey blue colour. Off to buy another colour tomorrow morning to get rid of it. Will go back to the trusted nice'n easy. My first L'Oreal try is awful. Not happy to say the least

I always use number 9, have done for years, but wanted to go lighter so chose 9.1. What a disaster, my hair is now darker. Why is 9.1 darker than 9? It doesn’t make sense. It’s not even a nice shade, not ash blonde at all. Very drab!

Best product ever! I've been colouring my hair for way too many years lol, and this simply cares for my hair beautifully. Having said that, just one minor adjustment would be even better... if the comb was flexible, I'd be 120% pleased instead of 100%

A few years ago I used this to dye my then ginger hair a nice and very ashy dark grey-blonde colour. It will turn your light or blonde hair grey if you leave it on the full amount of time, but is an excellent step to remove red tones and brassiness. Used it for the third time today for 5 minutes on my light and yellowing hair and growing out roots. My hair and naturally dark blonde roots are now blended together in lovely ashy blonde tones, with no visible line between my regrowth and ends. As a blonde toner it is fantastic, but leave it past 5 minutes and it will be the colour of soot. Do a strand test and see for yourself. Looses a star for being branded as the wrong thing.

Had beautiful bleached blonde hair very white just wanted a slightly ash tone added - I could cry my hair is now well a full drab awful grey colour - do not buy unless you wanna a Blanche

I brought this today to do my hair a nice light blonde without going to light, for my dream job starting Friday. I am now grey! And not just any grey I mean a horrible horrible grey. I had to blonde to almost prefect! And now this! I am absolutely heart broken!!!!

I had naturally light brown to ash blonde virgin hair. I wanted a change and I wanted it lighter. I put this in being a little afraid because I thought it might go kind of orangey or too light but the results are a super natural medium ash blonde. I love it! I would use this again or possibly a little darker so I can maintain this new colour.
L'Oréal Viking 9.1

I did a strand test on this product and found that after only 5 minutes my hair was starting to over develop so I ended dying my hair and limiting it to 5 minutes then immediately washed it out and I got a lovely light ash colour that I love. This is why it is so important to always do a strand test and time how long it takes to get the best colour. Even if you dye ur hair with the same product every month ALWAYS do a strand test to prevent box dye disasters. LOREAL should definately use this formula as a 5 minute toning treatment instead of a 30-45 minute hair dye.

Took the red out of my hair, lightened and treated my hair, almost the blonde I wanted but a little brassy. Added Loreal 9.1 and all my pretty blonde highlights turned dusty grey, now I have blue grey fuzz on my head!
How is this company getting away with this? Look at the reviews!

I use a strong home bleach, but as I'm lightening from a mid brown, I'm often left with those hideous yellows and oranges. Using Loreal Preference 9.1 takes care of that for me and the results are a lovely cool blonde. While it's developing you see a cross of mahogany and purple tones work their toning magic. I'm very glad I found it!

Perfect product for those who like a more grey ashy look. I love it as i love the way it tones down warm tones in my hair. I dont mind the grey look so product is suitable for me. I use it in between hairdresser visits when my dark roots start showing. Doesnt really bleach but does lighten my roots a little, enough to blend it in with the blonde. After a few washes Grey starts fading to a more natural looking ash blonde. I love this box dye. Always use this colour. Also great when your hair is a little to warm for your liking and you need to tone it alittle. My hair is bleached so the colour grabs well. I actually wish the grey would last longer