I have been warned in the past to avoid Feria, as it seems to be a harsher formula of at-home do it yourself hair dye. Let me preface by saying that I have had blonde hair from a box (at home style) for 4 or more years now, and I am probably a natural light auburn color naturally.
I recently substituted Feria's ash blonde color to redo my roots for my normal Herbal Essenses brand. That was a HUGE mistake. I know it's harsher on your hair, but I thought the color coverage would be better, and it was what was available to me at the time. I left it on a long time, as well, but when I rinsed it out, it had turned my roots a horrid brassy orange. I used a toner on it to remove the brassiness, and that failed.
It also burned my scalp while it was on, leaving small sensitive areas with actual scabs on them. I'd advise everyone to avoid the product, I am no a brunette to counteract the hideous pumpkin color, and I have an appointment with a salon to get more hair help, an expense I had tried to avoid by the do-it-yourself method. Thanks, Feria, for NOTHING.