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Added: 14th April 2010
Review: Plum turned out a beautiful, vibrant, deep purple color with a dark pink mixed in. It faded really nice, something i find really important...! On the examples in the shop it sometimes seems a bit dull, but don't get misguided by that, it's a great color! (used it on bleached hair) -STPH-

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Added: 14th April 2010
Review: Plum turned out a beautiful, vibrant, deep purple color with a dark pink mixed in. It faded really nice, something i find really important...! On the examples in the shop it sometimes seems a bit dull, but don't get misguided by that, it's a great color! (used it on bleached hair). -STPH-

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Added: 4th January 2010
Review: I've used this on myself and a friend, and same results both times. It is such a rich colour that just lasts and lasts when taken care of. Fades to a nice purple-pink colour and eventually out to a white-ish shade. It lasted very well (2 weeks before any sign of fading) over my hair which was only bleached dark yellow with some orangey tips in places. On my parts which were bleached white it wouldn't come out - stayed dark purple, had to bleach it out. So this dye is for people who want a long lasting colour :) I also use this in my shampoo as a toner on my hair which is now blonde, works ok (: -Luke-

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Added: 19th September 2009
Review: Absolutley fantastic colour, think cadbury's dairy milk wrapper and that's what you've got. dyed over bleached yellowy hair and its SO vibrant, especially when it catches the sunlight :D does stain skin but comes off pretty easyily, not stained any clothes/pillows yet either :D don't know how it fades as only did it yesterday but will defnintley be back for more! -CrazyPilchard-

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Added: 19th September 2009
Review: This is my 1st attempt n i love it n its so easy to use. -SJ-

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Added: 19th September 2009
Review: I've used this over pre-lightened and non lightened hair and of all the purple hair dyes i've tried this is without a doubt the best. It gives you a really rich purple colour, the best way i've heard iut described was 'cadbury's' purple. It really can be that bright. Gnerally lasts a few weeks and if kept topped up keeps its colour however i found it fadces really badly when exposed to strong sunlight (i.e festivals!!). -Beki-

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Added: 30th April 2009
Review: The colour looks awesome, and was very forgiving on my 18-different-shades-of-bleached hair. I'd say it comes out brighter than the colour shown here, it was really rich and shiny on my roots, which were bleached bright blonde, but it still looks good and purpley further down my hair where it only bleached to a mid brown. Word of warning though, it will stain everything. Rinsing the dye off in a shower will leave you looking like Violet Beauregarde , and it bleeds for a good few washes. It's fading nicely though =] -Ellen-

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Added: 20th January 2009
Review: I used this over faded Crazy Color Capri Blue, and it came out an absolutely stunning colour. It is THE purple...it's got such a lovely vibrant colour and gets a lot of attention. However, after the fourth wash it faded to an old granny kind of purple. It looked like a purple rinse - if they exist. So it is a great colour, but requires a lot of dye and determination. -Nicola-

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Added: 17th September 2008
Review: Plum is a pink based purple that I absolutely swear by. This is such a beautiful purple that I haven't as yet managed to find a rival for. Completely unique, and stunning over bleached and dark hair. Staying power is brilliant! -Alexandria-

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Added: 21st July 2008
Review: Easily the best Directions colour I've used. (Except maybe Atlantic Blue xD) It didn't stain HALF as much as the others, and it went a beautiful violet colour. I didn't even bother bleaching or lightening my hair, which was a faded red colour at the time, and it went blindingly bright. I'd be really interested to see it on pre-lightened hair. Very sexy dye. -Ac!d Rabbit-

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Added: 9th July 2008
Review: I've just used this colour and it is stunning. indoors it has a reddish purple tint and in natural light takes on a blueish purple tint. This is very much a 'Cadbury' packaging colour. i have knocked a star off as this stains everything - bathroom, hands, nails, feet and everything else.... several washes later it still bleeds loads and stains my hands. overall the colour is worth the staining and it is stil really bright on my hair and i don't see it fading any time soon. -VulcanEars-

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Added: 15th June 2008
Review: Plum was the first unnatural colour I ever used. It's utterly gorgeous. A rich deep purple. And it sticks around! I had it with Atlantic Blue and I had to redye the blue at least 4 times as often as I did the Plum! I love it dearly and everytime I dye my hair back to it I wonder why I ever changed it in the first place! -Blamethrower-