Fade-Defying Shine Permanent Hair Color

Our gold standard in luxurious permanent hair color since 1973, with a new and improved floral fragrance. Delivers rich, luminous, fade-defying hair color. Our translucent gel hair dye formula and exclusive Care Supreme Conditioner help keep color vibrant for up to 9 weeks. Available in 50 luminous shades.

• New and Improved Superior Preference Permanent Hair Color offers rich, luminous, fade-defying color that has beautiful gray coverage and is suitable for all hair types
• New fade defying system provides rich long-lasting tones and now up to 9 weeks of fade-defying color
• New, no-drip conditioning gel formula offers better hair adherence and a more precise application
• Infused with a UV filter and Vitamin E, the Shine Protect Conditioner helps keep first day color vibrancy and provide silky, resilient hair
• Available in over 50 luminous shades