Im not a professional, this is just the way I colour my hair =)
You do not need bleach to achieve my hair colour, although you can if you wish but that means extra damage. Ensure you apply a deep treatment conditioner afterwards to keep the hair soft and supple.
Instead of paying around £90 this cost me just £11 or so and abit of my time =)
All products available from Sallys Beauty and Hair supplys.
Products:
Goldwell Topchic 9NA light ash blonde / one tube £9 or so
One Shot creme peroxide 9% 30vol / one shot £1.50 or so
Please wear gloves! I didn't just because I do this alot.