My hair is dark brown like Penelope Cruz, but I want JLo's medium golden brown. Is that something I'm going to have to go to a salon for, or is it achievable with a box of color from the drugstore?

I'd go to the salon...At home, it would probably turn red...:(

I agree. Unless you're a colorist yourself, don't take the chance. Maybe once you get it done right, you can ask for some home-work tips and give the touch-up a try.

My sister has dark brown hair and tried to dye it to a light/medium golden brown and it came out AWFUL. She had to go to the salon and ended up paying over $150 to get it fixed and looking nice. The woman said that if she had just come there in the first place and they didn't have to do a corrective the price would have been more than 50% less... so think hard before doing this at home. You really should only go 2-3 shades lighter or darker at home and ash tones are more foolproof than golden ones. Golden shades tend to turn orange or brassy because at home dyes aren't strong enough to lift the color.

I think it'll go very orange/red if you try it at home...and I agree with Jacinda, getting something fixed is so much pricier than just having them do it in the first place!

Ugh. That's what I was afraid of. Thanks, girls.