It happens when hair has a red "base" (for lack of a better term). I found that using peroxide brought the red out, no matter what, but you need peroxide for permanent coloring. "Sally's" or any professional outlet sells color which is labeled "neutral" or "blue base". This was a big improvement and I no longer have the red, brassy color. There is a white peroxide part which is mixed with the coloring. I did not want the red highlights either. It probably can be found at any beauty supply shop. It is not available at regular stores
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