They all work but lot depends on the base colour of your hair and condition
I lighten my hair from dark blonde to lightest blonde using 'off the shelf' packets from just about anywhere, then apply the directions colour. How well the directions colour takes all depends on how much of your own colour you strip, If for instance you want a pale pink, you'd need to have pretty light hair. If you have darker hair, then all the darker more intense colours will cover your own colour. These do wash out but can leave residual colour in your hair for some time. Be careful with bleached hair and colours with blue/purple in them, sometimes this turns hair green, wich can be remedied by applying a red colour to balance the green out (even ketchup works in an emergency)
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