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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 1129.
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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 1 out of 5 by from Do Not buy! I purchased the dark blond (from the Caramel colors) to cover gray and it turned my roots VIOLET! Terrible!
Date published: 2020-01-08
Rated 1 out of 5 by from Horrible Made my hair look red !! Or orange and kinda mad I wanted it to be light brown
Date published: 2019-12-29
Rated 1 out of 5 by from What happened??? It has become absolutely horrible! The color that used to be creamy and easy to apply is now a water gel like liquid that is dripping off. I’m furious! Why doesn’t it say on the box that you changed it?
Date published: 2019-12-27
Rated 5 out of 5 by from 5cg - loved every color from this line The only downside is it is liquidy and drippy BUT is a boon with long hair!! My most recent was 5cg which I was attracted to as I wanted a 5 medium brown but didn’t know whether to get cool or golden and this had both and I liked the box color shown. Then I get home and read reviews on this color and the general consensus is it comes out black. I don’t mind black hair so I plowed ahead. I like a soft black -> dark brown (most recent was a level 5 that was dark not medium brown in a dif line). So I knew would turn level 4 or darker. I’m happy to say that I got the EXACT color on the box! Going from medium brown. Lasts well. No complaints. If your hair is short, pour half of each in a coloring bowl and apply with a brush and save unmixed halves for roots!
Date published: 2019-12-16
Rated 5 out of 5 by from Beautiful natural long lasting color This is the perfect shade of blonde for my hair. It is very natural looking and I get compliments all the time. Please don’t ever discontinue this color.
Date published: 2019-12-16
Rated 5 out of 5 by from Beautiful light brown ash color! I have been trying to lighten my brown hair to an ultra light brown. My hair is naturally medium to dark brown. My hair loves to pull red and was having little success with natural and warm shades. So I gave the Sunkissed Caramels Hi Lift Ash Brown shade a try. I was pretty skeptical. This is listed as a hi lift color for virgin dark hair but I took a risk and used it on my color treated hair. The result was a beautiful, very light ash brown hair. I'm amazed it lifted my hair color too because color cannot lift color. My colored treated hair was light brown so maybe that's why. I would not try this if you have darker color treated hair. The roots blended nicely too. The only thing that could be a problem for others who have a lot of red in their hair is that this could still pull some red. Although this gives an ash tone, you can still see some red tones from the lift. Great color! Would highly reccomend.
Date published: 2019-12-14
Rated 5 out of 5 by from 4C Superior Preference 4C is the only color on the market that matches my natural hair color without the brassy orange I get with other colors and brands (even salon). Wish the color was available in semi-permanent for stubborn greys in between treatments. Cannot find a store that will keep the product in stock within 100 miles.
Date published: 2019-12-13
Rated 5 out of 5 by from Shade RR-04 Intense dark red- forever rouge I love this shade! My natural hair color is a boring dark brown this color complements my fair cool toned skin. I read a lot of reviews that were stating the color turns out burgundy if you have dark hair. I personally did not have this problem. My natural hair is very dark brown and in the past I’ve colored my hair burgundy and burgundy shades have violet tones. I only got red tones with this shade in my hair no violet whatsoever. This is not a natural shade of red like a Auburn and I love that because it’s so vivid and dramatic. My boyfriend said he loves this color on me better than other colors I’ve used in the past. You cannot beat the price and Quality of this product I also love the conditioning treatment really softens my hair. I couldn’t be happier. Thanx L’Oreal Preference!
Date published: 2019-11-28
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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

I use the 6 1/2G has that been discontinued?

Asked by: Grannymoves
That would be a question for the manufacturers. Google them and find a phone # or an email address. 
Answered by: Pkaysen 50
Date published: 2018-11-29

Some years ago I used L’oreal Preference Color #8 (500135).  I see that it is no longer available.  Please tell me what replaced it.  Thanks in advance!!

Asked by: BelleAndGent
Answered by: ash blonde by Clairol
Date published: 2018-08-13

You use to have light ash blond permanent hair color for L' Oreal liquid hair color now you have nothing I need. Do I have to go to L'Oreal and ask for it there?

Asked by: alainagrant1162
They discontinued the liquid hair color and went to the cream hair color.  Look for the shade you used in liquid.  L’Oreal now makes it in the cream.  
Answered by: Precious2017
Date published: 2018-08-13

I am looking for L'Oreal Reddish Blonde and can't seem to find it. I was able to uy it a few months back. Is it no longer available?

Asked by: Donna125
I have been using L'oreal color for years, different colors than yours. I now order from Amazon. They have a broad selection of colors. I called L'oreal Corporate, and they are not discontinuing this product line. They gave me a few numbers for distributers, but you have to have a salon or beauty supply and buy in bulk. I don't know why Sally's is not selling it anymore, but glad I found it on Amazon.
Answered by: Jewels4me
Date published: 2019-02-25

Can I mix light golden brown 5.3 with golden blonde 8.3 to darken the golden blonde a bit. Dark golden blond is too dark.

Asked by: Namajudy
Yes but remember once opened, if you are only coloring the roots, the contents need to be used up within a few weeks. I use 1 ounce of color and 1 ounce of peroxide to color just the roots. I do the roots for 25 minutes and just before wash out, color all the hair but I only do this with every other application. I also add a grey cover helper I think it is called color magic and I only add 1-2 drops. You must always use special hair shampoo or conditioner to fix the dry out from coloring the hair.
Answered by: Wadzinski
Date published: 2018-06-27

I have been using Preference 8.1 Ash Blonde for years and I don't see it on your site. Has it been discontinued? What would be the color to use in it's place. Very dissapointed.. :(

Asked by: Lindakay
I was told Sally has discontinued selling L’Oréal Preference and Excellence too they said. I already had to find my color elsewhere on line. Very disappointed too. 
Answered by: Katie 59
Date published: 2018-12-24

Why can't I find Preference 8.1B  Champagne Blond??? Are they still making it?

Asked by: louise45
I think so,  I got this one from
Answered by: James 77
Date published: 2018-04-29

I need champagne 8.1B can I order this color? I have been using this for years and need the same . Cannot find at my local stores!!!

Asked by: Ryancaro
Order the color on-line... it ships quickly.
Answered by: Mmdunbar
Date published: 2018-04-15

I have a medium blonde hair dye clariol today and it’s brassy and I need to dye my hair again brown color should I use medium brown or dark blonde color to fix my hair today 

Asked by: Marleegirl 22
Medium brown will turn out almost black. Dark blonde will turn out as a light brown.
Answered by: Tulips21
Date published: 2018-08-01

I am looking for Preference Hair color 7.3. I do not see this color posted. Thank you.

Asked by: Grace Ann
The number 7 refers to a range, a level of color. if they have discontinues it look at other colors in the 7 range...sort of a medium/dark blond.
Answered by: PATTTTTI
Date published: 2018-04-09

I normally use 6.1 LIght Ash Brown to cover my grey roots. After a couple of months the colored hair lightens up, so I want to bump up the color a bit, but don't want a shocking change. Think this will be too light,or should i do half and half to start?

Asked by: Leslie24
Hello, I would go with 3/4 oz. 6.1 and 1/4 oz. of the next ash shade down if you want to go darker or the next shade up in an ash shade if you want to go lighter.  Be sure the color has a blue base you do not want a yellow one or you will turn green.  
Answered by: jmw21041
Date published: 2018-06-07

Who well does this s color cover gray hair 

Asked by: Miss Ivey
It covers my grey hair quite well, and I’m actually taking my hair a little lighter than my natural darker brown.
Answered by: Pegchamp
Date published: 2018-03-07

I'd like to order 7.1 b medium ash blonde

Asked by: Barbara54
Depending on your current color this appears as a dark cool blonde.
Answered by: Spyworetweed
Date published: 2018-03-07

How long until you are able to restock 8.1 Champagne blonde? It has been out of stock at the store as well for a couple of months.

Asked by: Conniekf
This happened to me too! I have been using preferences 8.1 ash blonde for years! For months, I would go and it’s either been sold out or they would have 1 bottle. However, this past week, I went in and was a little upset they haven’t stocked it and the lady says “oh it must be one of the colors they discontinued“. Like it was no big deal. They didn’t warn anyone this was happening either. I don’t understand why because it was a big seller, to me anyways haha. I found a website that has them in stock so I ordered 4 bottles this week (cheaper but you pay for shipping so it comes out to about the same price) and will be ordering from them from now on. I enjoyed my monthly trips to Sally’s, but between this and the unfriendly workers lately, I won’t be shopping there much anymore. 
Answered by: Jnlmhny3
Date published: 2018-10-15

does this color requires a developer splution

Asked by: bernicee
Yes, it requires a developer solution. If you are covering gray hair the 20% strength is all you need.
Answered by: Dubaigirl
Date published: 2018-02-27

I have been using Red Penny 7.43 for over 20 yrs. Why is this no longer available? Very disappointed that all od a sudden it's gone. A notice would be nice is it coming back?

Asked by: mary 1234
I don’t know. I’ve been using reddish blond for over 20 years also. Can’t get that anymore either. I’m so upset! Can’t believe they didn’t warn us. 
Answered by: DGSWard26
Date published: 2018-02-22

I use 7.1 and 7 L'oreal Technique Preference. I was told this product has been discontinued. Can you tell me what I can use in it's place to get the same color. Thank you

Asked by: Deepeters
I used to use 7.1 and have switched to 8.3. The 7.1 is a little too ashy, but they seem the same basic blonde. 8.3 has more warmth to it, and I like it a lot. Hope this helps! Nicole
Answered by: NicoleGentry
Date published: 2018-02-18

How do i if ordering online by 2 and get 1 free. Im ordering 6 so shouldnt i get 3 free

Asked by: Marsha martin
Yes, you should get 3 free!
Answered by: Crystaljoy
Date published: 2018-01-24

When will you get more or can you suggest a similar color. I am a licensed Hair Stylist. Will I be charged the same on line as at the store? I need L'Oreal 7.4 Burnished Copper. Thanks for your help!

Asked by: Sherry71
The color I used was discontinued so I mix 2 different ones using 1/2 of each. I have been having trouble even getting the ones I use now because they often are not in stock at the store I go to. I am not sure about pricing.
Answered by: Lucy Bee
Date published: 2018-01-23

Re: Loreal Preference Hair Color #9.30 Blonde Temptress: Went to Sally's & was told me this product was discontinued. Contacted Loreal and was told that's not true. There is a mistake on their order form and that it now shows up as 9.3. Please advise.

Asked by: Ramona Champion
I am not familiar with this 9.3 color. I have always used used #9
Answered by: Great Grandma
Date published: 2018-01-17

Is the Preference Line being phased out? I have searched at a lot of Sally’s Stires, no 9.1BA to be found.

Asked by: BadaLala
I order mine online have no problem getting it  I like their lotions too so I make order big enough so I don’t have to pay shipping  And some time you can even get some free products  Hope this was helpful 
Answered by: Chillpepper
Date published: 2018-01-16

I am trying to buy the hair colour and I am living in the United States, Florida and when I go to purchase it is coming up that they do not ship to Quebec. It won't let me finish the purchase

Asked by: Idonothaveone
Answered by: yomahmah
Date published: 2018-01-16

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
WHY is my 9BB not available, also?!!!! Please help!
Answered by: cwstudebaker
Date published: 2018-01-27

I keep trying to get the number 9.03. I want to order 6 I have a club card I can’t seem to get it ordered with club card. What am I doing wrong.  Every time I go to the store they are out.  Please help or send me a number where I can call and order it 

Asked by: pinkjune
Not sure what to tell you. I just log into my account and place my order--my club card is on record, I suppose. I'm sure there is a Customer Service number somewhere on the website. Good luck!
Answered by: Arbitress
Date published: 2018-01-05

How long do you leave color in with grey roots

Asked by: LisaGull
20 miute
Answered by: AMLowellNY
Date published: 2018-01-03

What is the mixing ratio color to peroxide for this product is it equal parts or two equal parts or 2/1

Asked by: Mar0430pa
I do not use peroxide. I use L’Oreal Preference Permanent Hair Color #4 Dark Brown - item #SBS-500103. Before I empty the contents of the hair color bottle into a small plastic container, I add to the plastic container two (2) ounces of Salon Care 20 volume creme (28 OZ) - item # SBS-760660. Then I add the hair color to that plastic bottle and shake it well.
Answered by: Clown Judy
Date published: 2018-01-10

What color is similar to Loreal Excellence baby beige 10.e that u discontinued? I don't understand why u discontinued. Was always out of stock in store.

Asked by: baby beige
this is a question for the store manager and corp management to contact the manufacturer. not a question for the customers to answer.
Answered by: Sallylover
Date published: 2018-02-20

Can this product be mixed to produce a semi-permanent effect?

Asked by: Francis J
Semi permanent color coats your hair.... kind of staining the outside of the hair shaft. Demi or permanent hair color actually deposits color inside of the hair shaft. So the two types of colors do 2 different types of things. Semi permanent washes off and fades with 4-6 shampoos. Permanent hair color won't wash out.... it's permanent.
Answered by: Marks of Beauty
Date published: 2017-12-11

how much developer per bottle do I use?

Asked by: Margeaux Suberi
Same amount of developer as in color bottle. My. Way is to shake bottle of color,pour into bowl or container being use to apply color. Fill empty color bottle with same amount of developer,then pour into application container and mix or shake.
Answered by: Fayefromfla
Date published: 2017-12-06
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