Selected quantity exceeds what is currently available

Preference Permanent Hair Color

Preference by L'Oreal
Selected quantity exceeds what is currently available

Preference Permanent Hair Color

Preference by L'Oreal

Preference Permanent Hair Color is rated 3.7 out of 5 by 1035.
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#6.3 Light Golden Brown
#6.1 Light Ash Brown
#7 Dark Blonde
#6 Light Brown
#6.3 Light Golden Brown
#6.1 Light Ash Brown
#7 Dark Blonde
#6 Light Brown
#6.6 Light Auburn
#5.3 Medium Golden Brown
#4 Dark Brown
#5.1 Medium Ash Brown
#5 Medium Brown
#8.3 Golden Blonde
#8 Natural Blonde
#9.1 Light Ash Blonde
#9 Pastel Blonde
#10 Super Light Natural Blonde
#1 Blue Black
#3 Natural Black
View all colors +
  • 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.

  • Always apply L'Oreal Preference Permanent Haircolor to dry, unwashed hair. Measure 2 fl. oz. of L'Oreal Oreor developer into applicator bottle and add 2 fl. oz. color. Leave on 25 minutes.
Rated 4 out of 5 by from Love the color but... The color is great but the gloves you are providing are horrible. You switched up a few years ago and I should have written sooner. The don't stay on the hands and the grip is terrible. Had to get this off my mind as I just finished coloring my hair. I'm sure I am not the only one who hates these gloves. Please go back to the better ones.. Thank you.
Date published: 2019-06-07
Rated 5 out of 5 by from Great coverage This covers gray very well. My hair felt soft and it hasn’t turned brassy
Date published: 2019-05-20
Rated 5 out of 5 by from Love it! After spending quite a lot on several toners (AFTER I lifted my hair twice with lightener, the only possible way to go from brown to blonde; for those people out there that just buy this box without any prior treatment) none of which worked, even on levels 8-10, I looked like a popsicle. I needed something to deposit a positive pretty blonde into the yellow tones and lighten the brassy Warner tones. This dye did what three toners couldn't. I knew ash always lifts brassiness from my hair. I love this line. I still have to do it once or twice more to remove the slight warm tones but at least I can be in public. Expensive toners have nothing on this line of permanents.
Date published: 2019-05-17
Rated 4 out of 5 by from One of 2 colours I used for an ombré effect I purchased dark rose blonde for my ends and the silver blonde for my root area. Both colours took well and deposited evenly. I had previously bleached hair. The rose blonde is very pastel pink in some light and the silver is a decent true silver without noticeable green, purple or blue undertones. I’ve stayed away from drug store boxer dyes for a bit, usually using wella, but decided I liked these enough to try lol. I’m not disappointed. I did add a capful of wella violet toner to the silver to make sure with the silver I didn’t get the ugly green undertones a lot of silver dyes like this have on my hair. All in all, I’d recommend either shade, or both, to someone with medium blonde or lighter hair. Also, with box dyes I will deep condition with a protein conditioner a couple hours before colouring as it helps the colour deposit more evenly and doesn’t harm my hair as badly.
Date published: 2019-05-13
Rated 4 out of 5 by from BEST COLOR YET BUT... This is hands down the best brunette color I have ever tried from a box, truly cool toned and it produces little if any reds, BUT, it doesn't last worth anything! It fades fast--like in a couple of weeks. :( I LOVE the color but they don't seem to have it in any of their longer lasting formulas. I even took it to my hair stylist and he couldn't reproduce it. Hope they make a longer lasting formula soon!
Date published: 2019-05-11
Rated 1 out of 5 by from Awful results! I used Excellence 9 RB for many years and always received compliments on my hair color. When I found out it was being discontinued I bought 80 boxes. Well last month I used my last box and today I tried Preference GR9. Awful results my hair is red as can be without the beautiful light reddish blonde color. The "gel" was awful to apply and was runny. Why oh why did you discontinue the Excellence 9 RB? I am so disappointed...
Date published: 2019-04-26
Rated 5 out of 5 by from Salon Color After several bad run-ins at area salons, I went back to doing my own color. I found Superior Preference 5CB and was extremely pleased with the results. It is as close to my natural color that I can get and when I'm in the sunlight my highlights sparkle as those I was in my 20's again. Why do stylists think that the grey roots are the color they need to match? I am happy to be back with L'Oreal.
Date published: 2019-04-25
Rated 5 out of 5 by from great color Perfect hair color and cover. my hair is shinny.!!!
Date published: 2019-04-24
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I have only bought drugstore box/kit in the past. What do you mix this with?

Asked by: Sandy Kay
20 volume developer lightens 2 shades 30 volume developer lightens 3 shades I use L’Oréal creme developer 20 volume for my hair. Yours could be different. 
Answered by: Debbie J
Date published: 2019-03-26

How light is the 9.1 ash color ?

Asked by: Lillyy45
To me, it is a beautiful honey blonde and soft.  I have been using it for a long time.
Answered by: Randa RM
Date published: 2019-03-05

I always used Champagne blonde to which you no longer have.  What substitute do I use?

Asked by: bgpil4810
I use Golden Blonde 8.3. It gives a lovely warm blonde and is very consistent. I love it!
Answered by: NicoleGentry
Date published: 2019-03-03

what color should I choose to color my roots on light blond hair? My hair is light and I have high lights and low lights, wavy texture shoulder length. I spend a fortune at the salon and am happy for two minutes. I haven't found a colorist , I can afford.

Asked by: lynnepatrice
Without seeing what shade of blonde (ash or golden, ect) it is hard to say, Also no matter what color she will loose the hi and low lights. Unless she wants to grow it out and be a solid color again. Sorry I couldn't be of any help. Sue
Answered by: Smokeysue
Date published: 2019-02-22

I have dark brown hair, wanting a burgundy auburn red what's the best hair color for that.

Asked by: Cmccleave95
you would want to look for a color that has a purple base. Fiera has some beautiful colors with that base and adds color boosters. you could use any that appears to have the proper base, and look on the back of the box it will show you what to expect.
Answered by: Penelopec
Date published: 2019-02-08

I have been a customer since my 20's for forty years...I always was able to get the product I like and never had an issue with a discontinue item until now. L'Oreal excellence in the 2 oz. bottle Champagne Blonde is not available any more WHY?

Asked by: Sue Wood
I had the same problem with 8.3 in both Excellence & Preference so I bought what I thought was the same hair coloring in the new Creme dyes (#8.3) by Loreal etc. well it aint...much darker and redder so I called Loreal to complain and I was told that all the liquid hair dyes are no longer being manufactured and Sally's should have told me etc etc when I called Sally's they knew nothing about this and they were just as if true as the rep from Loreal Pro department then ladies we need to find out which of their new line of Creme dyes work closest to your favorite color ...I'm trying to research this now after 4 decades of using 8.3 golden blond whatever ..thanks a lot Loreal!
Answered by: LongIslandGal
Date published: 2019-01-10


Hi, you will have to go to a color stylist at a salon so that the expert in color can tell you what alternate colors you can use to get the same color effect. 
Answered by: Salon 2b2
Date published: 2019-01-24

Is this color out of stock or discontinued. I went to one of your stores and I was told this color, Dark Ash Brown, 4.1, May have been discontinued. 

Asked by: MaryAnn70
It is not a color that I use so I would not know or notice. The person who is shopping for this color should be calling the store that she uses or order on-line.
Answered by: Wadzinski
Date published: 2019-02-08
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