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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 2 out of 5 by from Not what I was expecting I bought 2 boxes of hair dye. They were the exact same but when I opened them it looked a little different. I wasnt too concerned but when I was finished I noticed that my hair was 2 different colors. I originally had light blonde hair and now it's dark brown and light brown. Not sure if this was supposed to happen or they messed up.
Date published: 2019-11-23
Rated 1 out of 5 by from did not work. I bought the ash blonde box dye to lighten my hair, and it didn't work WHATSOEVER. Im very disappointed as this is the first box dye I've used and i even kept it in a little longer and nothing happened even the slightest to my hair.
Date published: 2019-11-21
Rated 5 out of 5 by from This color is perfect! Every time I use this color I get so many compliments. Please don’t discontinue it!
Date published: 2019-11-15
Rated 4 out of 5 by from I always get compliments on my hair color I have been using L’Oreal Preference and Excellence for several years. I alternate Light Ash Blonde, Medium Ash Blonde and Dark Ash Blonde to get a natural blonde color that suits me perfectly. Over the past few months, I have not been able to find the Medium or Dark Ash Blonde or the Ash Blonde in the stores. The clerk at Sally’s store recommended that order them online, but they aren’t here either! Please bring them back or recommend a like product that I can use.
Date published: 2019-11-09
Rated 2 out of 5 by from Not great I frequently use this product and this time the color did not stay at all, I’ve had minor issues in the past but never to the extent of absolutely no color at all. Very disappointing.
Date published: 2019-11-07
Rated 5 out of 5 by from Love L'Oreal Love mixing the L'Oreal hair colors. Gives my hair a true color.
Date published: 2019-11-06
Rated 5 out of 5 by from Happy to find the brand I love! Love, love, love Loreal! A Sally’s employee told me last year that Sally’s stopped carrying this dye. I never thought to look for it online til I was tired of settling with the products they had and actually googled to see where I could find it. Surprised to see that Sally’s did still carry it online!
Date published: 2019-10-26
Rated 5 out of 5 by from Amazing coverage and natural looking. I have used this brand for years. Its easy to use. Great value for natural, even and long lasting color. Im 61 and a natural red head and I get complements on my hair all the time. Im caregiver for my 11 year old granddaughter and I get mistaken for her mom all the time thanks to this great product. If you color yourself, use the best and get great results. Im saving thousands per year doing my own color, so I dont mind spending an extra $1 a month for these great results. Be sure to ALWAYS use shampoo for colored hair and you will see no rapid fading. I use Redkin, but I have used the Loreal brand and it is great too. Use half the tube conditioner that comes in the colorant box after coloring and use the other half a couple of weeks later. Thank you Loreal!
Date published: 2019-10-24
Rated 5 out of 5 by from Perfect Hair Color for me Love it, lasts long and makes my hair super shiny. I use #10 cream developer so it’s not so harsh.
Date published: 2019-10-21
Rated 2 out of 5 by from Color transferring on collar I bought this product 2 times. Both times, the color transferred to my shirt collar. I have rinsed and washed MANY times and it still stains my tops especially when l sweat at the gym. Why does your product do this?
Date published: 2019-10-08
Rated 1 out of 5 by from Turned brassy orangish Second time doing hair. Went from 6g to the Carmel color. The roots look really orange and it said no orange. The product didn’t work on my ends. Disappointed. I then went and bought 6g excellence and redid my entire hair. The riots are still reddish orange and now my ends are a darker brown.
Date published: 2019-10-01
Rated 5 out of 5 by from UL61 Is my favorite! I have been using Superior Preference Hi-Lift Ash Brown (UL61) to lighten my dark brown hair for 2 years now and I am always happy with the results. I did originally try UL63 and it made my hair quite orange because I have red undertones to my dark hair. Luckily, I found this "cool" version and never looked back! I use it every 6 weeks and although it does not "cover" grays, they do blend in much better now and I even have wonderful blondish highlights. I also really love the smell of the conditioning treatment it comes with, it leaves my hair so soft afterwards and it does help take away the slight chemical smell that comes with hair lighteners. I also use a purple shampoo + conditioner once every 2 weeks to keep the brass off and the clarity of the color comes back. Sometimes the UL61 is harder to find, so I do stock up when I can. Personally, I can't imagine using another color & brand!
Date published: 2019-09-27
Rated 5 out of 5 by from Perfect color I have used this product most of my life - this particular color is excellent for women over 55
Date published: 2019-09-27
Rated 5 out of 5 by from Extra Light Ash Blonde Extra Light Ash Blonde Is One Of My Favorite Hair Colors. [This review was collected as part of a promotion.]
Date published: 2019-09-25
Rated 1 out of 5 by from Straight orange... I bought this to lighten my natural 5-4 medium brown virgin hair. What a mistake. It's orange. I'm devastated.
Date published: 2019-09-22
Rated 5 out of 5 by from Great product My mother likes to mix her own color and developer and she has used this product for years. Totally reliable, color is always perfect. Ease of application is great for her too.
Date published: 2019-09-18
Rated 1 out of 5 by from Very dissatified I bought L'orel Paris Superior Prefernce 5CG to lighten my hair color from medium brown to a lighter brown and it actually made it darker. Now my hair look black.
Date published: 2019-09-14
Rated 1 out of 5 by from Product change I have been using SUPERIOR PREFERENCE HAIR COLOR LB01 for 15 years. The last two boxes I've used the mix looked different. It usually has a purple-grey tint. The last two didn't look like that and my hair is completely fried on the ends and breaking. This has NEVER happened. Nothing else has changed. Now I'm afraid to use it again.
Date published: 2019-09-08
Rated 5 out of 5 by from Best hair color! I’ve been using Preference for years in a few different shades of auburn. As if late I’ve been using the medium auburn. My hair always looks like I’ve get the color done at the salon. On my recent visit to the salon for just a hair cut one of the other stylists said how much she loves my color and wants that shade for her own hair. My stylists had to admit that I do it myself at home! I think she was amazed this color could be achieved with a at home box! I’ll always be a loyal Preference user. [This review was collected as part of a promotion.]
Date published: 2019-09-04
Rated 5 out of 5 by from 40 years of coloring, tried them all I've colored for 40 years. Natural rose/ gold blonde, but like the lift and volumn that color gives. Note that I'm 50% gray, I'm still loving L'oreal maybe more than ever. Great price so simple to use.
Date published: 2019-08-28
Rated 5 out of 5 by from Great Color I love this color...although it's hard to find in stores.
Date published: 2019-08-20
Rated 5 out of 5 by from The Only Color I've Ever Used I've used L'Oreal Preference since the late 70s, so you can tell I am pretty satisfied with it. I've never had my hair colored at a salon, not just because it's so expensive, but because I've always been terrified by the unnaturally "perfect" look of salon-colored hair. My Preference-colored hair is shiny, vibrant and full of natural highlights. Above all, it looks so natural! I use the Lightest Auburn shade, and I get compliments on my hair anywhere I go, including from hair stylists when I go for a haircut. My only concern is that now that my hair is largely grey at the temples, those areas look lighter than the rest of my hair and I don't know what to do about it. Trying a darker shade just around my temples would be tricky. My only wish is I could buy the wonderful conditioner that comes with the color kit separately. It's absolutely the best conditioner I know, and I use it all the time, but unfortunately the small tube runs out pretty quickly. Please, L'Oreal, why not make it available as a stand-alone product?
Date published: 2019-08-18
Rated 4 out of 5 by from Hair colos I'm naturally a more of a dish water blonde n I like to get it even more plainum . I need to see if that is possible because I used feria ultimate platinum and it definitely lightened it bu i want it to ge [This review was collected as part of a promotion.]
Date published: 2019-08-18
Rated 1 out of 5 by from poor color shade I have been coloring my hair with L'Oreal Preference for many years. My true hair color is med brown, with some increasing gray. I usually use 7 A or 7 1/2 A color for my hair, and it matches very well. This time I saw a new shade, UL61 and decided to see if I liked it better. This product seems very different from the previous L'Oreal I have used in the past. The mixed produce was very watery, and once it was on my hair, it turned dark purple. I am not interested in adding a color to my hair, so when I dried it, I did see a purple hue. After using a shampoo to remove color, I don't like the end results. My hair color looks like dark steel grey. I will not use this product again..... as I will stay with 7 A or 71/2 A only. The color on the box looked so nice, and now I'm stuck with a weird color.......
Date published: 2019-08-17
Rated 1 out of 5 by from Orange hair, I bought the light ash brown on Thursday, used the product yesterday and my hair is orange. My natural color is light to medium brown with a little gray. I deviated from my normal color brand and am so disappointed in the results.
Date published: 2019-08-17
Rated 2 out of 5 by from Confused I have bought med. auburn for years. Now they changed colors and I have no idea what to use. I don't do light b/c it's too orange and dark auburn is too dark. I want it to look natural not colored red! Help
Date published: 2019-08-16
Rated 5 out of 5 by from Conditioning color Still have red in my hair color is very conditioning and I like the red brown
Date published: 2019-08-13
Rated 2 out of 5 by from Wish the color didn’t wash out The color did not last it seemed to faded to light brown
Date published: 2019-08-12
Rated 1 out of 5 by from Purple hair I bought the dark rose gold I now have purple grey hair it is bad. I have used the light rose gold and really liked it but this is very bad is there anything I can do to correct this color?
Date published: 2019-08-11
Rated 5 out of 5 by from Amazing color!! I absolutely love this hair color! It is very similar to my natural hair color, just warmer. I get so many compliments on it!!!
Date published: 2019-08-08
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Can I dye my hair just with this no activator

Asked by: Prevez27
No! I use 20 weight.
Answered by: NicoleGentry
Date published: 2019-12-02

For years I used the L'Oreal Preference 9.3 with 30 Vol. Cream Peroxide and then it was discontinued. What do you suggest that would be the closed to that shade. VERY DISAPPOINTED !!

Asked by: dicewoman
My color was also discontinued and I was very disappointed. I switched to #10 and was happily surprised that it was a MUCH BETTER color and is a very natural-looking shade. I also use it with 30 vol. and I’m VERY PLEASED with the results. It ended up being better than my previous color. Currently, I’m super upset that L’OREAL discontinued their Féria Color Moisturizing Treatment. I cannot find it anywhere and I’m beyond devastated!!! 
Answered by: Kristen A
Date published: 2019-10-30

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
Since your highlights are different shades of blond, use any shade you prefer, from light to dark blond. It depends on your preference, but be sure to only color your roots to extend the life of your highlighted effect. That said, I recommend a lifght or medium shade of blond.
Answered by: SusanM53
Date published: 2019-08-11

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

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


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
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