Excellence Ultra Ash Blonde 7.11

All I can say is, "Thank you Babs!" I bleached my hair fully expecting the inevitable orange due to my undertones. But my usual regime for toning the brass suddenly no longer works! I was panicking and looking like a cornflake. Saw Babs review and rushed to buy a box. I am now sitting here mighty pleased with my beautiful new hair colour. It changed the orange to a lovely dark mink/mushroom blonde. So if your hair is orange, this will save you. If it's yellow, find something purple as this is a blue pigment base and therefore opposite orange on the colour wheel.

I was hesitant to purchase this product, but I was desperate to neutralise the red-orange tones left in my hair from an old semi-permanent dye. Despite reading mixed reviews and knowing it contains ammonia (which I usually avoid), I decided to take the risk and brace myself for the worst. This was the only shade I could find with an ash tone and a blue base — most products tend to lean warm, and the few ash options available are typically too dark for my hair. For reference, my hair reaches almost to my hips, so I needed three boxes for full coverage. The ash tone was decent but very subtle. It didn’t fully neutralise the leftover warm tones, even though they had already faded significantly. However, what truly ruined the experience for me was the smell. It was incredibly strong and overpowering — to the point where my eyes were watering during application. Despite having all the windows open, I had to move to the backyard just to finish the process. Even my partner, who was helping me with a mirror, struggled with the intensity. I honestly dread to think what that level of harshness is doing to my hair and scalp. I didn’t use the included shampoo, but I did try the mask. One frustrating detail: the mask is blue-based, not purple — something that really should be clearly stated on the packaging. It’s misleading as it’s marketed more like a typical purple-toning product, when in fact it functions more like a blue conditioner and should be labelled as such for ash tones. All in all, I won’t be repurchasing this. If you’re not sensitive to strong chemical smells, it might work for you — but for me, the unpleasant experience has put me off DIY colouring entirely. Update: It’s been just over a couple of weeks since I wrote this review, and unfortunately, the colour has faded significantly, leaving behind an unwanted orange tone - the very issue I was hoping to fix. The purple/blue mask made no noticeable difference, and I’ve since had to purchase an alternative product in an attempt to correct it, though even that has had limited success. I’ll now be looking for a different colour altogether to try and cover this disappointing result. Overall, I’m highly disappointed.

I’ve been using this colour for a few years and have had Hair dressers comment on how good the colour is, and jaws drop when I say it’s a home dye. I’ve mousy hair with 25% grey- it covers the grey and lifts it to a warm but not at all brassy blonde.. gradually fades over time / repeated dye so the tips have a natural looking lighter shade. I couldn’t afford to keep on going with highlights and this has been a game changer!

Amazing! I have black virgin hair and this lifted it so well! I used two boxes for my whole head and it was more than enough for medium hair. Granted, my hair is a bit dry but that’s what happened when you dye it! (it was previously dyed before also) Amazing. I have washed it 3 times since, and the colour still looks amazing. I have received so many compliments.

Absolutely horrible. Made my hair a weird ginger brown colour avoid at all costs. Not worth the money

I've used a darker shade of this before and I remember it being better than this, so maybe it's true there's been a formula change. Although it looks even between my roots and ends, the fact that my (undyed) ashy roots are brassier after using this product is a bit bizarre. I don't think purple shampoo or a mask (as they only really work on blonde hair) is gonna change anything about the actual colour of the dye, which is not ashy or cool toned. I just have a slightly darker slightly brassier version of what my hair was before, nothing like the box image, so I'm definitely disappointed.

The colour was nice but faded away very quickly. Less than 1 month and my hair was back as it was before. Did this on coloured hair however

The colour is lovely, I have been using the L'Oreal Excellence 7.11 ultra ash blonde for years and I just tried this new Cool Creme version. Will see how long it lasts because as much as I love the shade the grey coverage is not too good and it generally fades away within 3 weeks. I would be looking for a product that is ammonia free, ultra ash shade with better grey coverage and lasts longer.

I used this today and the formula is so dry it didn’t saturate my hair and just sat on top of hair . Patchy results from this

This dye isn’t permanent despite what it says on the box. However I did like the colour It came after a few washes but it didn’t last long maybe a week before returning to my natural colour.

I have very dark hair naturally almost black but due to having shiny silver white hair on my hairline. I decided to dye my hair lighter so the white hair doesn’t stand out. This dye makes my hair a nice chestnut colour. Very pleased and happy how consistent the results are every single time. Please don’t discontinue this dye or change the formula!

Gives a very natural effect, more very light brown than blond but without any brassy / red hue. Always managed to get on multi but offer.

Easy to use, Have used this product for a few years. I have tried other hair colourants but this is the only one that gives me a true Ash Blond finish with no red or ginger tints. covers grey, wish it lasted a bit longer between treatments but that may just be me as my hair grows really quickly and my roots come through.

Great colour and no ginger tones at all. Slightly darker than the box colour as they all are. The colour conditioner was a bit too blue for me though - I would prefer slightly pinker tones. I will be using this from now on.

Awful and nothing like the box colour. It is very brassy and colour fades fast but still very brassy. Wish I hadn't purchased so many boxes. Got to wait for it to grow out now!.

It turned my naturally cool toned light brown hair into a rusty orange, and my blonde highlights into a warm light brown with golden undertones. This product failed on every single claim.

One of the best hair dyes I have used. I was trying to go back to my natural blonde hair after having it ginger for some time. I bleached the ginger, and nothing could tone down the stubborn yellows and orangers in my hair, except for this 7.11 colour. My hair is now a lovely cool medium blonde, and I expect it to wash out over time and match my own medium / light blonde hair.

It is quite dark, but I knew this before I bought it, I find it not at all brassy and a natural look, leaves hair really soft

Absolutely awful colour, my natural hair is a light brown with some grey and this turned it ORANGE, its probably the worst colour I have every used, now need to find a way to remove it, also no resemblance to the colour on the box.

Good coverage , good amount of conditioner and toner