You're never going to believe this, lol, but my hair was so dark a few months ago and I was craving that white white blonde color so I dyed my hair 3 times in one week. I first bleaqched it and got this orange color, so the next day I bleached it again, and got a pretty dark blonde, but still it wasnt what i wanted so i waited 2 days and did it one more time. The thing is, when you do dye your hair so much, you really have to go and get the right products to heal it. my hair was still soft and pretty, but I knew that there was damage because when i showered it would come out alittle, so you should buy some Infusium 23 leave in conditioner at walmart, its a miracle in a bottle. really helps damaged hair, and dont use any products that smell really good, bc those hurt your hair the most, for the chemicals they use in them. use tresseme. I love it so much! I got a perms about 2 weeks ago n the woman told me to not use Herbal essance anymore so I switched to tresseme and it really has made my hair soft, even with a perm. So if you dye it more than 1 time a week, make sure to use leave in conditioners, and maybe even a hot oil treatment :) just use olive oil in a microwave and set it in ur hair for like.....20 mins. and rinse it out. ur hair will be so soft after you wash and all. :) good luck!