I have used this color (as well as several other blondes among the Superior Preference line) several times for the past 5 years. However this was my first time buying it on Amazon and it was great. I was nervous about buying box dye online but I recently moved somewhere without a nearby drugstore in walking distance so I had no choice. But this box of 7.5A is the same as the ones I bought in the store. I have mousy medium brown hair and it gives me a warm brown color with subtle blonde highlights. Of course I'm not upset it's brown on my since my hair is so brown and I avoid DIY bleach to prevent damaging my hair. I love how this transforms my boring hair color into a great rich hue. Sometimes I touch my roots up with this once every couple of months and other times I hold out for up to 4 months. I will be honest that I only have about 3 grey hairs so I can't speak to how it performs on grey, but it gives great results for me. It doesn't completely fade since it's permanent but I notice with 7.5A as the toner fades my hair ends up warmer, and lighter/blonder over several weeks. The smell is a bit intense but I wrap my hair in a shower cap while applying it to avoid a mess and mask some of the smell. However I feel the smell is a small price to pay because I otherwise love the results and how much money I save with this hair dye rather than going to a salon. Sometimes I switch from 7.5A and use 8 or 7 and I love the natural results. This line has never let me done for the past 5 years and I have no intention of trying other brands as it's my holy grail.

I use this on my solid white hair to tone down the white and look younger. It gives just the right "blonde tone" to make me look younger. It lasts for months and is so much cheaper than a hair salon. Try it.

Loreal used to have a color called Ultra Light Beige Blonde. It was the best blonde hair color ever. So if Ultra Light Beige Blonde was your color before, this is the best replacement I have found. If you new to dying your hair blonde. Know that you will have to probably dye it multiple times (over a period of time and after achieving the color you like, you will only have to dye your roots) to achieve a true light blonde. It will be slightly orange or brassy the first few times before it reaches the beige blonde look.

I love this hair color. I've had lighter and darker blonde colors at times and this color is perfect. It seems to keep the color longer. It's a great choice for me b/c I'm extremely fair and need a little contract in the blonde color in my hair. It has been consistent for a few years that I've selected this and I'm sticking with it.

This is a very easy to use hair color. The color is exactly what I wanted. However, I have stubborn gray hair, and even though I left it on longer as instructed, grays are already shining thru. This was a great price, but not worth it to me if I have to color more frequently to cover the gray!