I was platnium for a while and I use to use clairol born blonde maxi bleach. I called them and even though it says only 90 minutes max in the instructions, it is safe to leave on for 2 full hours if you have VIRGIN hair, not previously dyed or anything at all. Made my hair white. It burned my scalp to the point of bleeding (even if I only left the bleach on for like 30 minutes), so I had to stop.