Hair wont go jet black helppp please?

my hair is naturally dark blonde , i dyed it dark brown , but now iv been trying to go jet black . i only want to use semi permanent hair dye so i tryed adore jet black semi permanent dye twice . i used a 10 developer and no color stayed . iv also used clairol beautiful collection semi-permanent and still no color. can some one please help me out why wont it go black . its not extremely damaged or anything like that and i dont want to use a permanent dye.