There's no substantial difference between brands. Some colors are opaque and others are more translucent (For example, L'Oreal Excellence is opaque, Preference is translucent).
Goldwell is a great product, but it's not that much better than L'Oreal, Clairol, Garnier or any other OTC product (chemically). Make sure you use a permanent hair color and not a semi-permanent, demi-permament, or temporary. High-lift products (Blondissima, for example) should probably be avoided. You probably want normal haircoloring with 20-volume peroxide. You can purchase color and developer separately at Sally Beauty and I'm pretty sure that store exists in some areas of Canada.
The instruction to use nothing but Goldwell isn't supported by science.
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