Bright red with '0 bleach' ???

High lift dyes are actually quite damaging because they use 30 or 40 volume developer and people usually dye over the same hair repeatedly because permanent reds fade so much faster than semis. I hate the "no bleach = no damage" way of thinking.

^^^^ What Spooki said

Also, these high lift dyes (for red it's usually majicontrast or majirouge) are intended for use on virgin hair, so they won't lift out previously dyed dark hair.  You would need to use a colour remover first to get out the dark dye pigments, then use the high lift dye.  They are on a par with bleach, as you're still using peroxide to achieve the lift.  However, they can be used quite effectively if you look at them as a bleach.  So for bright reds, instead of bleaching your roots, use the high lift dye on roots only, then go over the whole head with a matching red semi to keep it bright. 

I would only ever use majicontrast for the way Mindi suggested at a push, and even then, it specifically says not to use it directly on the scalp. (so if anything happens in-salon, their insurance will not cover them!!!) Theres a higher risk of a reaction to majicontrast.

It was made for off the scalp applications like highlights and flashes.

I used to use it in-salon, never ever was it allowed on the scalp by any stylist. Most recently was early last year on a test strand on my previously processed hair. Lets just say I am very very thankful I never applied it to my hair.

I tried to explain to a friend why she couldnt use it full head everytime. She didnt listen, what a bad state of affairs that was. She couldnt go on holiday for 2 weeks without it, (thats how fast the red was fading by that point due to overprocessing) so had to go dark (no peroxide allowed on the plane) It was so bad  the dark dye wouldnt take.

Youtube is a horrific thing. It is FULL of girls claiming "no bleach".

I would argue though, you're not really supposed to put any of these peroxide products on the scalp at all. We were always taught to put them on the hair about 2mm away from the scalp and the heat makes it expand over that last 2mm but doesn't harm the skin in the same way. Of course no one does it because it's pigging hard lol

I just added the screen shots, it says:

"it is a schwarzkopf professional colour  I've had extensive training with schwarzkopf and there are special requirements with this colour. Also you need a special peroxide to achieve such wonderful colours"

So isn't this a bit misleading, as peroxide causes as much damage as bleach?

I am tempted to comment something along the lines of 'go to haridyeforum for advice on achieving bright colours' but i expect it'll just get deleted (as she is a hair colourist, so i don't blame her)

I don't really know what's so 'special' about the peroxide, as the only difference between most peroxides is the strength of it!  It's not really misleading, because she hasn't stated 'no damage', just 'no bleach', which is true - she hasn't used bleach to achieve these colours.  But what most people commenting won't realize is that peroxide will cause damage to your hair, so even if you're not using bleach, you're still damaging your hair in the same way you would by using bleach. 

EDIT: Although, having read through the screenshots again, the colourist did sort of insinuate 'minimal damage' in some of the original picture descriptions.  But I still wouldn't say it's really misleading, as she didn't say 'no peroxide' and didn't come out and say 'no damage'.

Special peroxide... riiiight. She might have been told that, but I have my doubts there's anything special about it.

I suspect that what's 'special' about it is that Schwarzkopf have marketed it as the only peroxide that will activate that particular brand of dye, meaning that salons will all buy it in, even though it's an inflated price!

Yep, that's my thought too.

Or maybe the colourist was making it sound really specialist so people don't decide to DIY!

Maybe. But I really wouldn't be surprised if she'd been sold it that way. I know I sound like a cow, but a lot of hairdressers are rather credulous. Along with MANY other people when it comes to beauty products.

I hate the "no bleach = no damage" way of thinking.

That pretty much sums it up.

Special peroxide... riiiight. She might have been told that, but I have my doubts there's anything special about it.

Makes me wonder if it's "special" because it's 40 or 50 vol.