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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 1115.
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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 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
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
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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

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
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