L'Oreal Paris Feria Long-Lasting Anti Brass Power Hair Toner, Ammonia Free Demi Permanent Hair Color, Ice Blonde Hair Toner, 1 Application

Ppl, this is a toner, NOT BLEACH. This product is to use after bleaching your hair to neutralize brassy tones. Works perfect! I love it. Just hated all the reviews of ppl purchasing this product for the sole intention of bleaching when it’s not a bleach product, it’s TONER.

The L'Oreal company came through for me. I had ordered their product " Iced Blonde" 3 times. The first one was switched purposedly for a horrible metallic grey. I had to spend another $18.00 for color remover and another box of Iced Blonde which was not tampered with. The first one came with a somewhat crushed box but an intact seal. The color is not on the color tube inside the box. Since the seal was secure it never occurred to me someone (in shipping?) would think it cute to change the color. The second box was perfect. The color is perfect so when it came time to order number 3 I did so thinking it could never happen again. I was wrong. Same situation intact seal somewhat smashed top, I took the product and mixed a little in a plastic cup and waited. Its a 10 minute toner so nothing changed and I felt confident everything would be ok. Wrong. Ended with gun metal grey hair. I left a rating explaining my problem and the next day I got a brand new box smooth box top and all. Today I get the color remover and I am back to being a blonde again. L'Oreal came through with flying colors. This being Fourth of July weekend I thought I would have to go thru it with the horrible grey color. Thank You L'Oreal you are a stand up company. Diane Q

My original review was glowing! The first bottle I received gave me a beautiful natural looking but bright sandy blonde, annihilated all the oranges and yellows from my hair. I loved it so much I purchased it two more times. There is 0 consistency with this product. I strand tested my most recent bottle compared with the same hair that was bleached at the same time and has had 0 other treatment between now and the last toning and came out with vastly different results from the prior bottle. The first time I used it, it gave the natural sandy blonde look, the next time - a murky brown. I figured it was user error and purchased another bottle to touch up some spots that I had missed - this time it's blue... I had to quadruple check that I even ordered the right product. It didn't look the same in the bottle as it had with prior uses, it didn't look the same on my head as it did with prior uses. I'll stick to mixing my own toner because this stuff is a wild ride on whether you will get the same color twice. I do not recommend this product.

This took all the orange and red tones out of my hair and now my hair is back to its natural color. I highly recommend of you want brass/orange/red tones out of your hair.

Note this is product is a TONER, it deposits temporary color, does NOT remove color. I'm trying to extend my time between visits to the salon for my overall platinum hair (usually every 5-6 weeks). At about week 3, my roots tend to lose the toner that my hairdresser applied, and overall look becomes yellowish (Photo 1). i applied the toner to the roots (2 minutes), left on roots for 3 more minutes, then added remaining color to ends for 2 more minutes for 7 minutes total. As you can see in Photo 2, the overall roots and top color is much improved, but I did get purple staining on the undersides of my hair (Photo 3), which I do NOT like. Last time I used this product, I think I only left it on the roots for the application time (2 minutes), then ran it through for 5 minutes total, and it came out less purple. Not a big deal as a clarifying shampoo or Dawn Dish Detergent will get the purple out on my next shampoo. If this is your first time with this product on bleach blonde hair, I'd suggest starting with 5 minutes total, and go from there.

Not happy with my result. I had a natural black hair now it’s orange. Not worth it.

I have tried the Iced Blonde and the Pearl Blonde toners. The Iced Blonde definitely toned down my yellow but left my hair kind of gray. The Pearl Blonde is the one I will buy from now on. Toned my yellow but left me blonde and not gray, added shine and softness as well. If you are on the fence as to which one to try or you did try the Iced Blonde and did not love it, definitely try Pearl Blonde!

Worked so well I wish so badly I had before/after pictures! I was shocked at how great my hair came out after highlighting it myself, then using this toner on the warm spots. Much quicker & easier than a beauty supply toner. The poor reviews are from people who didn’t read close enough…this product will not lighten your hair- just cool down brassiness which it does exactly that. Will definitely repurchase!

Removes all brass, gives you a cool blond! I love this toner and already ordered my second bottle! Don’t leave more than 10 mins

Don’t buy it, it doesn’t work at all

Took the risk of using this toner despite all the negative reviews. Clearly, some people cannot read instructions and refuse to actually take extra caution on how the toner works. It is not dye nor is it a bleaching kit. If left on for too long (ie. exceeding 15 minutes), the toner WILL turn a greyish purple and it WILL make the blonde more grey. With that said, this toner took out the most obnoxious orange brassy tones out of my hair and gave it a nice ash blonde. Waited over 3 days to use the toner AFTER bleaching my hair. It's best to wait so your hair and scalp isn't shocked with all these boxed chemicals. I've had ash blonde before so I already knew what to look for. What helped a lot was using a purple conditioner after washing out the toner and leaving that on for 5 min (as per instructions on the bottle) before rinsing completely. Worked just fine for me!

This product is rubbish and fake it didn’t bleach nothing please do not buy it

Didn’t do much