i normally use L'Image Maxi Blonde to bleach my hair, but the store was out. so i picked up the Garnier Intense Bleach Creme and you know what? its really gentle. this is probably the softest my hair has ever been directly after bleaching.
personally, i like the harsher stuff, but i know a lot of people are nervous about the damage bleach can do. the process time is only about 20-30 minutes and my hair seems pretty white (granted, i am a natural blonde)