Up to 6 weeks of anti-brass colour
Luminous cool blondes, anti-brass care
With purple conditioner
Optimal grey coverage
Luminous, fade-defying colour
Preference, our true gold standard of beautiful colour & shine.
Luminous, cool multidimensional colour
Preference's Superior Fade-Defying Colour & Shine System creates luminous, cool colour full of reflects, with natural-looking highs & lows, & optimal grey coverage.
Ultra cool shades
Ultra cool blondes created with the perfect mix of cool dyes; with ashy and pearlescent reflects, for a cool and pure blonde.
Up to 6 weeks of anti-brass with our Purple Conditioner.
Enriched with purple dyes to neutralize unwanted yellow undertones week after week. From root to tip, rich and luminous colour won't turn dull or brassy.