The brighter the colour of hair you want (if you are going for a colour rather than a natural tone) the lighter your hair underneath needs to be. It’s a misconception that leaving it on longer will make it brighter, this may give the illusion of a brighter colour to start but it will fade very quickly and the underneath colour will start to make it look murky and faded. The only way to lighten hair is through bleach/peroxide, unless you just want a few shades lighter in which case use lemon juice and sunshine but it probably won’t give you a very bright colour afterwards if you dye over it like you would get with bleach.
Bleaches come in a few different strengths but the two main ones I will recommend are the Jerome Russell Bblonde Powder bleach and Bblonde cream peroxide. The powder comes in one strength whilst the cream comes in 40% or 30% vol. This indicates how strong the mixture will be and as a result how much of your hair colour it will lift. If you have light hair, go with the 30% for darker hair or dark colour treated hair such as reds or blacks go for the 40%.
For previously colour treated hair there are good rules of thumb to how strong you need it to lift off the colour. If it runs out easily and you need to keep reapplying regularly to keep colour then use a low vol bleach (usually blues, greens, yellows, pastel shades). If the colour stays for a long time and is a deeper shade then use a higher vol bleach, (usually reds, dark purples, blacks.)
Any specific questions, please ask :)
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