Clairol Blonde It Up Permanent Hair Dye, Platinum Blonde helps to lighten hair up to 5 levels lighter with no bleach. The formula helps to create conditioned soft hair results with a glossy finish. Meet Clairol Blonde It Up, Clairol's most advanced blonding system that lightens hair up to 5 levels with NO BLEACH. What's the secret? Clairol patented Amino Lift Technology lightener effectively lifts pigments inside the hair, while the Amino Glycine Complex helps protect hair's natural keratin and protein, and helps keep its structure intact. The results? Hair up to 5 levels lighter without the side effects of bleaching, with a conditioned, soft and glossy finish. Follow up with the last step Shimmer Lights Conditioner - your blonde's new best friend! Tones down brassiness and helps maintain brightness on lightened hair. Use immediately after lightening for a cool neutral tone or 1-2 weeks later to prevent brassy tones. Key features of Clairol Blonde It Up Permanent Hair Dye, Platinum Blo