hi!
my natural hair colour is dark-light brown. i have recently dyed it 'natural light auburn' with a branded hair dye from boots. i didn't get the result i wanted, obviously because my natural hair colour is too dark to take the red.
i really want a subtle orange/ginger colour. would i have to bleach before dying? or will that be bad for my hair. i have never bleached before. i'm sure i can achieve this colour without having to go to the hairdressers, i'm just not sure how, or the safest way to do it.

i would like some advice! thankyou!

my friends has this colour, ideally this is what i want. please look.

http://i1001.photobucket.com/albums/af140/juliejuliejew/tt.jpg