I've never been one to dye my own hair but during lock down I decided to give it a go! I gave myself just small highlights and money pieces and they came out extremely blonde (I had purchased platinum blonde) without too much dryness or damage.
I then bought another one for my boyfriend who wanted some streaks. We left it on for over 50 minutes and used the purple toning conditioner afterwards. However, his hair is much darker than mine (dark brown compared to dirty blonde) and the highlights came out more orange than blonde. I would not attribute this outcome to the product, as we expected it would not turn out as well as my own hair did and that if he wanted to achieve blonde highlights he would need to have multiple sessions with a hairdresser.
Overall, I think it is a good option if you already have relatively light hair and want to get some blonde highlights without breaking the bank at a hair salon. The product comes with clear instructions on how to use it so it is relatively easy.
L'Oreal Paris Preference Stockholm 10.21 has become my favourite at home hair colour. Easy to use and not drying like other hair colours. The smell is pleasant enough and does not make my eyes water or sting my scalp. I love the addition of the shine oil which leaves my hair so soft - my partner loves running his fingers through my hair after it has been coloured :)
I have Androgenetic Alopecia on top of very fine fly away hair and a sensitive scalp.
This is by far the best hair colour I have used and I find I only need to re-colour every 8 to 10 weeks.
Tips: I have found the best way to apply is with the plastic brush which came with the L'Oreal Paris Age Perfect Colour Kit. It helps give an even coverage and I find I do not need to worry about parting my hair to apply the colour, however, I do have very fine hair.