Hair Dying

So my hair at the moment as a sort of brown red color and I plan to dye it. The color plan to go for unless (I manage to mess it up) is actually called lusty lavender. Its splat hair dye, and looking into it I realized I may have to bleach my hair, neither my mom nor I like that idea. I was wondering if anyone has dyed their hair with splat, did you have to bleach it..? This is what my hair looks like right now..