Love L'Oreal products. Color is beautiful, easy mixing and apply. Color is true to what's on box. Covers roots, color holds up great until next application no fade. Easy on scalp. Hair always stay vibrant until next application. Love the Dark Ash Blonde shade.

Just like no salong

Use color opps first if dyed hair. If ur tones are red or orange u will have ginger hair when u lighten. Doing it a sec time will lift a little more but not 3 more levels as the first. Doesn't ruin hair like blue bleach but doesn't lift as much obviously. I had dark red brown and I was left with a light pretty auburn. Also it came out even. I love this hair lifter

I have been coloring my hair for decades and I have used Preference many times but this was the worse I ever used. There was absolutely no color; no rose blonde at all[; truly no color at all. Will never use it again.

The product did not last on my stubborn gray.

Love this shade. Application very easy, color lasts and my hair feels better after using

I use this brand a lot of the time. Color lasts longer. SO, the little dab more I pay for this brand is worth it.

I bought this 2 weeks ago, and it is already fading from my natural light blonde hair. I use this brand exclusively and used the red in the summer and no issues. I wanted a change for winter but didn't get what I expected. . disappointed.

I have been using Preference for years, and I finally will choose another brand. It is supposed to last 9 weeks according to Loreal, but the color washes out in two weeks. With each shampoo, (twice a week) the color comes off on the towel, and gone in two weeks. The hair has no body because the color does not penetrate. New and improved? I don't think so. Unacceptable. I am very disappointed.

I love the veriation of the colors I get it because my hair is too light so it gives beautiful low lights.