If the hair looks very purple after using Black Cherry, this would be due to the fact the product has been applied onto either a bleached/blonde or white/grey base. In this situation, the pale hair has absorbed the depth of the colourant and is displaying the tone (the purple). However, the issue is very easy to remedy. Simply apply Black Cherry again, giving an intense 20-minute development. With this second development, the brunette pigment will no longer be pulled into the hair and will instead display as depth, giving that true Black Cherry shade.