Recently went to first choice in Newmarket and asked for my hair to be lightened. It's naturally dark blonde wanted it lighter specifically said I need toner and don't want any orange or golden tones in my hair. She dyed my hair and it came out orange/yellow, said I needed a toner she said it woukd be fine in a few days. It wasn't. Called customer service and left 2 messages no one called me back. Went back and demanded a toner. Got the toner and a week later my hair is still orange/yellow. It's so fake. I paid for this awful color. Why bother having a customer service line if no one calls back. It's bad customer service, clearly they don't care enough to fix mist. Never going to first choice ever again. Hate the outcome, hate that I paid for it, hate that no one called me back. Horrible business practices.