I've put together a few tips for people in these situations:
-They say you should only go two shades either lighter or darker than your natural shade. For some people this is true, but it's not always the case.
-If you want to dramatically change your color that's great, but ease into it! Start by adding highlights (or low-lights if going darker) into your hair. Gradually add more and more with each salon visit until you've reached the desired result!
-Take care of your color treated hair! Example: A bottle blonde who makes sure their hair is healthy and toned correctly is always going to look better than someone with a head of yellow straw for hair.
-If your not sure you can pull off a shade, ask for a professional's opinion!
-Remember that eyebrows play a huge difference in how natural your hair color looks! Consider getting them tinted if making a drastic change in your color. Or in some situations, you can just use an eyebrow pencil to add color to your brows. This is especially great for bottle redheads.
-If you're dying your hair at home, use professional products! You can get these very inexpensively at stores like Sally's Beauty Supplies. They are so much better for your hair, and will produce a much better result than boxed colors.
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