skip to main content
ULTA
  • Home
  • / Hair
  • / Hair Color
  • / Feria Absolute Platinum
L'Oréal Feria Absolute Platinum

L'Oréal

Feria Absolute Platinum

Item #: 2256177

Ask a Question
Feria introduces Absolute Platinum to achieve the ultimate platinum blonde color. The innovative ammonia-free formula lifts hair up to 7 levels for absolute lightening and uncompromised clarity. The exclusive Anti-Brass Conditioner provides cool tones to help prevent brassiness while leaving hair conditioned.

Details+

Reviews

Product Reviews

REVIEW SNAPSHOT®

by PowerReviews
L'OréalFeria Absolute Platinum
 
3.5

(based on 94 reviews)

67%

of respondents would recommend this to a friend.

Pros

  • Easy to use (50)
  • Great color (30)
  • Long-lasting (19)
  • Good value (15)
  • Natural look (15)

Cons

  • Color misrepresented (24)
  • Too harsh (15)
  • Time consuming (11)
  • Difficult to use (10)
  • Messy (9)

Best Uses

  • New look (30)
  • Touch ups (21)
  • Fine hair (10)
  • Women (10)
  • Graying hair (9)
    • Commitment To Color:
    • Permanent (47), Demi-permanent (4), Temporary (3)
    • My Beauty Routine Takes:
    • 30 minutes (11), 1+ hour (5)
    • Reviewer Profile:
    • Beauty conscious (22), Product junkie (21), Brand buyer (10), Survivalist / minimalist (8), Budget shopper (7)

Reviewed by 94 customers

Displaying reviews 1-10

Back to top

Previous | Next »

 
4.0

Best Platinum Box Die!

By JoJo

from New Orleans

About Me Professional Stylist

Pros

  • Easy To Use
  • Great Color

Cons

  • Color Misrepresented
  • Doesn't Last

Best Uses

  • New Look
  • Thinner Hair
  • Touch Ups

Comments about L'Oréal Feria Absolute Platinum:

I've always used plain bleach for my hair and have just started using this product within the past year, it's easy to use, and gives me the same result as bleach. If you are going from darker hair to blonde IT WILL TAKE 1 OR 2 TIMES TO GET FULL BLONDE, also if going from dark to blonde be sure to use a toner with it so you do not get that orange/yellow color. I use this product once a month and I have done a lot of damage to my hair from bleach but this product didn't damage it too much. I loved that. Overall it is great! Absolutely the best platinum Box die! (& trust me I've tried many)

  • Commitment To Color:
  • Permanent
 
5.0

Love this

By Tereasa

from Dothan al

About Me Beauty Conscious

Verified Buyer

Pros

  • Easy To Use
  • Gentle
  • Great Color
  • Long-Lasting
  • Natural Look
  • Versatile

Cons

    Best Uses

    • Graying Hair
    • New Look
    • Thicker Hair
    • Thinner Hair
    • Touch Ups

    Comments about L'Oréal Feria Absolute Platinum:

    Love this covers grey

    • Commitment To Color:
    • Permanent
     
    4.0

    It comes out just like on the box!

    By Natalija

    from Chicago

    About Me Product Junkie

    Verified Buyer

    Pros

    • Easy To Use
    • Great Color
    • Long-Lasting

    Cons

    • Too Harsh

    Best Uses

    • Graying Hair
    • New Look
    • Touch Ups

    Comments about L'Oréal Feria Absolute Platinum:

    Very platinum blonde !

    • Commitment To Color:
    • Permanent
     
    2.0

    only for reallt light hair

    By moana

    from San Diego, CA

    About Me Product Junkie

    Verified Reviewer

    Pros

    • Easy To Use
    • Natural Look

    Cons

    • Color Misrepresented
    • Too Harsh

    Best Uses

    • blonde hair
    • Thinner Hair

    Comments about L'Oréal Feria Absolute Platinum:

    I followed the instructions up until the wait time. The box claimed to be able to lighten hair 7 levels, I left it in for TWICE the max time limit and my hair was only lifted maybe 2 levels. I have dark brown hair naturally and it was a color example shown on the side of the box however my results were nowhere near similar. Go to the store and buy yourself some old fashioned hair bleaching supplies because I promise you they'll work better and more effectively than this.

    • Commitment To Color:
    • Permanent

    (2 of 2 customers found this review helpful)

     
    1.0

    What on Gods green earth did Loreal do???

    By MrsCarito

    from Missouri

    About Me Product Junkie

    Verified Reviewer

    Pros

      Cons

      • Color Misrepresented
      • Difficult To Use
      • Doesn't Last
      • Messy
      • Time Consuming

      Best Uses

        Comments about L'Oréal Feria Absolute Platinum:

        I have bought this since it came out on the market. It was perfect. Loreal changed the formula! Its straight garbage. I am completely in shock at how horrible the new formula is. Something you would expect to get at dollar tree!!! So very sad. :(

        • Commitment To Color:
        • Permanent

        (3 of 4 customers found this review helpful)

         
        5.0

        Best Platinum in a Box

        By LMINJ

        from PEARLAND, Texas

        About Me Product Junkie

        Pros

        • Easy To Use
        • Fast Acting
        • Gentle
        • Great Color
        • Long-Lasting
        • Natural Look
        • Versatile

        Cons

          Best Uses

          • Graying Hair
          • New Look
          • Removin Brassy Tones
          • Thicker Hair
          • Thinner Hair
          • Touch Ups

          Comments about L'Oréal Feria Absolute Platinum:

          I normally do not like using any products in a box, but I needed something in a hurry and the place I buy my color was closed..
          I tried this and was worried my roots were going to be orange / yellowish since my roots are dark brown
          It worked fast.. and no brassy tones thankfully..
          You do have to make sure you have every ounce of the hair you want colored because it its drier and I did miss one spot, but it was so small, I bought another box and fixed it the next week
          I love this product and will continue to buy.. please do not discontinue this! It is the only one that I've achieved the whitest blonde look ever.. even with professional dyes

          • Commitment To Color:
          • Permanent

          (1 of 3 customers found this review helpful)

           
          1.0

          WARNING do not use!

          By al

          from fl

          About Me Beauty Conscious

          Pros

            Cons

            • Color Misrepresented
            • Difficult To Use
            • Doesn't Last
            • Smells Bad
            • Time Consuming
            • Too Harsh

            Best Uses

              Comments about L'Oréal Feria Absolute Platinum:

              Worst hair dye I've ever used, Do not buy this product, it's extremely dry and doesn't distribute the color evenly resulting in cheeta spots. The color is orange not blonde, and I used this product on my medium blonde hair, absolutely awful , it should be removed from the shelf.

              • Commitment To Color:
              • Permanent

              (1 of 3 customers found this review helpful)

               
              1.0

              Dry and disappointing

              By The Cheetah

              from Charlotte, NC

              About Me Product Junkie

              Verified Reviewer

              Pros

              • Gentle

              Cons

              • Color Misrepresented
              • Difficult To Use
              • Messy

              Best Uses

                Comments about L'Oréal Feria Absolute Platinum:

                While this was creamy in the bottle putting it on my hair dried it out nearly instantly, causing it to pill up and crumble off! After a very panicked 20 minutes I washed it out only to have spots of golden blonde and my dark hair. I have level 1-2 hair and I honestly expected maybe 6-7 but instead i got scary cheetah spots. I am terrified of this color. Also the helpline is closed on Saturdays!

                 
                1.0

                Never again

                By Hair dye lover

                from Ontario, Canada

                About Me Beauty Conscious

                Pros

                • Easy To Use

                Cons

                • Color Misrepresented
                • Messy
                • Smells Bad
                • Time Consuming

                Best Uses

                  Comments about L'Oréal Feria Absolute Platinum:

                  Using the product is super simple, however I would never buy this product again. Even after following the steps as carefully as possible, the dye didn't work. It managed to sort of dye the tips of my hair, but my roots (which are naturally dark blonde) stayed EXACTLY THE SAME. This product was a BIG waste of my money.

                  • Commitment To Color:
                  • Permanent

                  (1 of 1 customers found this review helpful)

                   
                  1.0

                  Worst hair dye ever !!!!!

                  By Jesse

                  from Calgary, AB

                  Verified Reviewer

                  Pros

                    Cons

                    • Color Misrepresented
                    • Difficult To Use
                    • Messy
                    • Smells Bad
                    • Time Consuming
                    • Too Harsh

                    Best Uses

                      Comments about L'Oréal Feria Absolute Platinum:

                      The worst dye I have ever used on my hair didn't turn blonde it's cherry blonde....

                      Displaying reviews 1-10

                      Back to top

                      Previous | Next »

                      Q&A

                      Product Q&A

                      Do you have questions about this product?

                      Get answers from in-house experts.

                      20 Questions | 20 Answers
                      Displaying questions 1-10Previous | Next »
                      • Q:

                        can I use Feria on previously colored hair?
                        Asked on 7/1/2017 by Teresa from PA

                        1 answer

                        • Brand Expert

                          A:

                          Hi Teresa! If you are referring to Feria Absolute Platinum, yes it can be used over color-treated hair 48 hours after coloring as long as your hair is in good condition. However, that haircolor is going to add more pigment that the bleach has to break through before it can lighten the hair. Because of this, it may not lift as much as you want it to during your first bleaching session.

                          If you are referring to our Feria Haircolor, you can use on color-treated hair after 48 hours of coloring, as long as your hair is in good condition. Keep in mind that haircolor cannot lighten haircolor.

                          Answered on 7/5/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        I have very thick/coarse hair...the length is about 8.5"-9" and it's dyed the darkest brown before black. Would this product be able to lighten my hair at all? I'm trying to lighten my hair, so that I can dye in a fun/funky color and have the color pop.
                        Thank you in advance.
                        Asked on 6/25/2017 by Esmee from Littlefield TX

                        1 answer

                        • Brand Expert

                          A:

                          Hi Esmee! Since your hair is long, thick, and color-treated, we would recommend you getting your hair lightened by professionals at The Salon at Ulta Beauty! If you do it at home with hair that is so long and thick, you risk getting an uneven result. Plus, colored hair is harder to lift. We hope this helps!

                          Answered on 6/30/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        I read that this is not recommended on previously highlighted hair...however I have highlighted hair that is not the blonde i want....I want bright platinum and I don't mind if there's different shades of blondes in my hair since I do have highlights...I love the highlighted look, just have never had anyone get it as blonde as I want so I want to try something new. Oh and I do have a little bit of rootsgrowing in. Would this product work for me or do you recommend something else? Thank you!
                        Asked on 6/23/2017 by Beautylove from undisclosed

                        1 answer

                        • Brand Expert

                          A:

                          Hi Beautylove, we would not recommend using this on top of highlights. If you put this product over hair that is already very light and it overlightens, the hair could break. We recommend getting this done at The Salon at Ulta Beauty so that you can safely lighten to a platinum shade!

                          Answered on 6/28/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        Almost two months ago I dyed my hair dark auburn, and now I have around an inch and a half roots of medium brown. My issue is that my hair is short and close to my scalp, I'm not sure how I'd get them to bleach at the same rate. If I bleach both at once, I want to know. Will faded dark auburn go to a darker blonde or more of an orange?
                        Asked on 6/15/2017 by Short redhead from Texas

                        1 answer

                        • Brand Expert

                          A:

                          Hello Short Redhead! If you bleached your whole head, you would get an uneven result. The color-treated parts of your hair will take much longer to lift than the uncolored roots. We recommend going to The Salon at Ulta Beauty and getting it done by a professional! Have a wonderful day!

                          Answered on 6/23/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        It has been about a year since I've bleached all of my hair. I have so many roots that need to be covered, so yesterday I attempted to use Loreal Superior Preference natural lightest blonde hair dye. It turned my roots a caramel color. The roots on the back of my head are darker than the ones on top and it didn't evenly color it. So what I was wondering is if I use this, will it work for me? Should I get just regular platinum instead? Would my hair fall out? I've been trying do to some research and this is the only source that seems updated to ask questions to, lol.
                        Asked on 6/10/2017 by Jacko from Washington, IN

                        1 answer

                        • Brand Expert

                          A:

                          Hi there! The Feria Absolute Platinum is a bleach and is able to lighten the darkest hair. The longer it is on to process, the lighter the hair gets. It is safe to use 48 hours after your last process as long as your scalp and hair are in good condition. Thank you.

                          Answered on 6/14/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        I've been using the color in this line I believe it's the 111 or 112 whichever is lighter ashblonde but my roots and a few other streaks of hair are still yellow. Can I use this on my roots and put conditioner on my ends and pull it through for just a few minutes?
                        Asked on 6/7/2017 by Autumn from Missoula Montana

                        1 answer

                        • Brand Expert

                          A:

                          Hi Autumn, thanks for asking about the Absolute Platinum! We cannot recommend using this color if your hair is already very light on the ends or multiple colors in the roots. In order to remove some yellow in the hair the best thing to use is EverPure Blonde Shade Reviving Treatment: http://tinyurl.com/y7sehakv

                          Answered on 6/8/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        My hair is currently medium auburn with peach highlights (i dyed auburn over professional ash brown with highlights). Im actually wanting to lighten all over and keep some of the brighter tones without using bleach. Will extreme platinum lighten dyed hair?
                        Asked on 6/6/2017 by Ash from Jacksonville Fl

                        1 answer

                        • Brand Expert

                          A:

                          Hi Ash! The Extreme Platinum is a bleach and will lighten dyed hair however we cannot recommend using it all over since you have all different colors in the hair. Colors lighten at different rates and you can end up having an uneven result!

                          Answered on 6/8/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        I used a hi lift bleach on my dark brown hair and it turned caramel or honey will the feria absolute platinum help with turning my hair blondish
                        Asked on 5/29/2017 by Gisselle from P.a.

                        1 answer

                        • Brand Expert

                          A:

                          Hi! We're sorry about the your color result. There are many reasons why a haircolor may not have come out as expected.The Feria Absolute Platinum would lighten your hair several levels. We would recommend "Very Platinum". It can be used on color treated hair, but works best on natural light brown hair to dark blonde hair. If you have previously bleached the hair, we suggest waiting 3 weeks to bleach again, provided your hair and scalp are in good condition. Hope this helps. :)

                          Answered on 6/8/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        I have previously lightened my hair to lightest cool blonde and my roots are coming in a dark blonde , can I use this product on all of my hair to generate an even platinum or just the roots to blend them with my hair?
                        Asked on 5/28/2017 by Alloftheblonde from Hamilton, Ontario

                        1 answer

                        • Brand Expert

                          A:

                          Hi Alloftheblonde! Do not use Feria Absolute Platinum all over your head. Just use on the roots as a touch-up. If you put it over your whole head, the pre-lightened hair can overlighten and break off. We hope this helps!

                          Answered on 6/2/2017 by Brand Expert from L Oreal Paris
                      • Q:

                        I have salt and pepper roots now. My lengths on top are a light golden blonde and my under growth at the back of my head is a very dark blonde. I want this of course not to color my grey but to have as an over all color and let the grey grow in. Can I just use it to highlight the dark hair at my temples and in the back of my hair and then let the salt and pepper grow in? Will I get a white blonde result since I have a few colors in my hair? Thank you!
                        Asked on 5/26/2017 by Meditation Master from St. Augustine, FL.

                        1 answer

                        • Brand Expert

                          A:

                          Hi Meditation Master, we would not recommend using Feria Absolute Platinum on your hair right now. There are too many shades of blonde and you may not get an even result. We recommend getting this done initially at The Salon at Ulta Beauty and then you can use Absolute Platinum to do your roots only as a touch-up. We hope this helps!

                          Answered on 6/2/2017 by Brand Expert from L Oreal Paris
                      Displaying questions 1-10Previous | Next »

                      Do you have a question about this product?