Red Penny Permanent Hair Color
Preference Permanent Hair Color
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best seller
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  • #7.43 Red Penny
  • #8 Natural Blonde
  • #8.1 Ash Blonde
  • #8.3 Golden Blonde
  • #7 Dark Blonde
  • #7.1 Dark Ash Blonde
  • #7.4 Burn Copper
  • #1 Blue Black
  • #10 Super Light Natural Blonde
  • #3 Natural Black
  • #4 Dark Brown
  • #4.1 Dark Ash Brown
  • #4.4 Dark Auburn
  • #5 Medium Brown
  • #5.1 Medium Ash Brown
  • #5.26 Lush Cherry
  • #6 Light Brown
  • #6.1 Light Ash Brown
  • #6.6 Light Auburn
  • #5.3 Medium Golden Brown
  • #6.3 Light Golden Brown
  • #7.1B Medium Ash Blonde
  • #7.3 Dark Golden Blonde
  • #8.1B Champagne Blonde
  • #8.4 Reddish Blonde
  • #9 Pastel Blonde
  • #9.03 Light Golden Blonde
  • #9.1 Light Ash Blonde
  • #9.1BA Extra Light Ash Blonde
  • #9.3 Blonde Temptress
  • #9.BB Extra Light Beige Blonde
  • #2.1 Onyx Sheen Blue Black
View All (32)


  • #7.43 Red Penny
    Color #7.43 Red Penny#8 Natural Blonde#8.1 Ash Blonde#8.3 Golden Blonde#7 Dark Blonde#7.1 Dark Ash Blonde#7.4 Burn Copper#1 Blue Black#10 Super Light Natural Blonde#3 Natural Black#4 Dark Brown#4.1 Dark Ash Brown#4.4 Dark Auburn#5 Medium Brown#5.1 Medium Ash Brown#5.26 Lush Cherry#6 Light Brown#6.1 Light Ash Brown#6.6 Light Auburn#5.3 Medium Golden Brown#6.3 Light Golden Brown#7.1B Medium Ash Blonde#7.3 Dark Golden Blonde#8.1B Champagne Blonde#8.4 Reddish Blonde#9 Pastel Blonde#9.03 Light Golden Blonde#9.1 Light Ash Blonde#9.1BA Extra Light Ash Blonde#9.3 Blonde Temptress#9.BB Extra Light Beige Blonde#2.1 Onyx Sheen Blue Black

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Additional Information

  • Superb conditioning - 100% gray coverage
  • 25-minute automatic color processing
  • Exclusive anti-fade color system

L'Oreal Preference Permanent Haircolor features glorious colors give hair beautiful highlights & superb conditioning benefits. The exclusive anti-fade color system provides long-lasting color and 25-minute automatic color processing makes timing simple.


The Liquid-creme formula means no-run, no-drip processing and consistent, dependable color results. Colors do not go deeper than shade selected making it the perfect choice.

Additional Information on recomended and recently viewd prods


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Permanent Hair Color is rated 3.8 out of 5 by 565.
Rated 5 out of 5 by from FANTASTIC NATURAL LOOK COLOR Tried this a couple days ago.. Wow!!! Absolutely love it. The color is so natural looking. This is my new hair color.
Date published: 2016-11-20
Rated 5 out of 5 by from perfect color I have been very satisfied with this color. I have used it before, and always got great results for my customers. I also like the red I ordered. I will be ordering from you again. Do you have Feirra? I like those colors too.
Date published: 2016-11-17
Rated 1 out of 5 by from horrible. no color I usually use revlon colorsilk but someone recommended this to me. I wasn't like crazy happy with revlon since it wasn't lifting my color so i was super excited to try out the lightest golden brown from loreal preference and it was terrible! It was more on the watery side so i did have a tough time in application though that was something i could deal with. what i couldn't deal with is the disappointment when i washed my hair and got done and all i see NOTHING. no color change. nothing. zero. The color they show on the box for your hair color, its nothing close to it. I have dark brown hair and it did nothing for me. I'm so disappointed cos i was so excited to use this one. waste of my money too :(
Date published: 2016-11-16
Rated 5 out of 5 by from great color variations I'm Asian but don't like the harsh "Jet/Blue" black shades that look fake. By mixing Soft Black and this new shade "3C", I get a more natural shade.
Date published: 2016-11-14
Rated 5 out of 5 by from Looks Natural!!! Light Auburn-Superior Preference In my early 30's, my natural bright red hair that I was born with started to turn to an ugly mousey brown color. I wanted to maintain the same or close to my original hair color. After years of trying different hair salons and store bought out of the box colors, I finally found the right shade that looks natural!! I know that it'll never be as red as it was before, but I absolutely love this color! I colored my hair, and the next day I went into a salon to get a hair cut. Many hairstylists in that salon asked me if that was my natural hair color! :D I said no, but was elated that they said my color looked natural! Please don't change it!! Thanks so much!
Date published: 2016-11-13
Rated 2 out of 5 by from Not good color coverage I bought the medium brown color to darken my brown hair just a shade or two. I loved the color on the box but of course that isn't the color I got. I got a very dark auburn color with tints of red! I was really hoping this would be a color product I could stick with and use again but I will never buy this again if the color you get is so different from what is on the box. I can understand if I was drastically changing my color but I was just going a shade darker. If that isn't bad enough it's completely dried out my hair and no amount of conditioner will make it soft again. I'm hoping this fades out quickly.
Date published: 2016-11-11
Rated 5 out of 5 by from Miraculous! I have dark brown hair. I bleached my hair and it only came up to a bright almost banana yellow. I live chatted with a consultant, Karen. She gave me several options of colors to help bring the yellow down. Amazing! Preference 8.5 Champagne Blonde is gorgeous! See me before and after.
Date published: 2016-11-11
Rated 2 out of 5 by from Color isn't really brown I had been getting blonde highlights and mixing them with brown lowlights. Color was fading so I decided it would be quicker to just color it myself. I have before and was successful. I love how my hair feels and the body it has now. The color however isn't Cool Light Brown, it almost looks like a light auburn/golden brown.
Date published: 2016-11-10
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How can I get rid of copper/orange and red tones?

My hair is naturally a chocolate brown color and stupidly I died over it with a color called truffle and it made my hair PURPLE. I went to a salon to have it toned down and it turned into a red or orangey color so then I dyed over it with a golden brown and I just want dark brown hair back any ideas?
Asked by: Abby
Stop messing with your own hair if you're not a professional. Color doesn't lift color, only bleach. Even a correction w a single process ash to "tone it down" is only going to add more dye load,thus, more to remove with bleach. The more you put on it, The more money it is going to cost you to get fixed and believe me in this business you only get what you pay for so if you're trying to get it fixed cheap that's why your hair turned OUT unsatisfactory. Give it a break too, it needs to calm down before you go again. You are far past a one service fix. Patience is key here, it's got to be corrected gradually. Im a /0 year master stylist, seen it all. And good luck!
Answered by: Monica36
Date published: 2016-11-22

What is the proportion of two chemicals to use with this product?

Asked by: Donnajean
Into an application bottle, I pour the whole bottle of color (2 oz) and then add another 2 oz of developer (I use L'Oréal 20 Oreor Crème). Works well! Hope that helps!
Answered by: CarolynB
Date published: 2016-11-15

Changing from red

I wanted to change to a brown color and get away from the brassiness of red. Was advised to try Red Penny. I did so reluctantly because it was still in the red family. I'm still in the what I consider the bright red hair family. Is there anyway I could possibly go to a lighter brown?? Just had enough of the Red. Really don't want to have to strip my hair if I don't have to.. What would happen if I did Med. Blonde over the Red?? I know I have to be careful of the base colors.. I really appreciate your help and answering so quickly.. As you can probably guess I am the one that wrote about using Ion 6rv and it was suggested using Red Penny.. Realize that I have to wait a bit, but just to know there's light at the end of the tunnel helps.. Thank you!!
Asked by: Lin
To cancel out red tones, you need to use and ash to counteract the warmth.
Answered by: manda1712
Date published: 2016-10-31

If I buy dark brown and dark blonde will it give me a light brown ? Need help please 

Asked by: Melissabb
Maybe. But are they both golden base? Ash base? Neutral base? I would go to a Sally store and look through the colors to find s light brown you like. I prefer neutral based colors that aren't ash and aren't golden base. 
Answered by: Debbie 14757
Date published: 2016-10-24

What level is this red penny? Is it level 7?

Asked by: DEBBIE 817
Yes. It is meant to me a light red. Or almost like a darker strawberry blonde. Now it all depends on what you're dying it on top of. You'll get the more true color if you start off with a level 7 or higher. But if you dye it on top of a darker color it will come out more dark. Because color doesn't really lift color. 
Answered by: Bgirl012
Date published: 2016-10-09

Will this give dark brown hair blonde highlights

Asked by: Bleach blonde
Yes, my real color is deep black and I used to use L'Oreal Preference to change my real color to a total blonde.
Answered by: Mariquita9
Date published: 2015-06-14

I have been dying my hair for the last 3 years with Loreal's "Reddish blonde", is the red penny the same color, or a darker red?

Asked by: danibugg003

How do I go from black cherry to the Loreal red Pe. But I want to go back to Loreal red penny so now that I have black cherry in my hair and I've had it for about a month and it's faded how do I get that purple in the black cherry out so I can do thepenny

Asked by: Cathy1963
  • 2016-12-09T10:33CST
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